Consumer behaviour and analytics

Contributor(s):

Smith, Andrew [Author]

Material type: Text

TextLanguage: English Publication details: Routledge, 2020Description: xi, 204 p. : ill. ; 24 cm.ISBN:

9781138592650

Subject(s):

Online resources:

Click here to access online

Contents:

Includes index. 1. An Introduction to Consumer Analytics-- 2. Purchase Insight and the Anatomy of Transactions-- 3. Web & Social Media Activity-- 4. Extant Research and Exogenous Cognition-- 5. Elemental Features of Consumer Choice: Needs, Economics, Deliberation and Impulse-- 6. Perceptual and Communicative Features of Consumer Choice-- 7. Individual and Social Features of Consumption-- 8. Knowledge Driven Marketing & the Modular Adaptive Dynamic Schematic--

Summary: Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision making. ; ; Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint. It contains numerous accessible examples, scenarios and exhibits and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole. Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data visualization to semiotics), the book concludes with an adaptive structure to inform managerial decision making. ; ; Consumer Behaviour and Analytics provides a unique distillation from a vast array of social and behavioural research merged with the knowledge potential of digital insight. It offers an effective and efficient summary for undergraduate, postgraduate or executive courses in consumer behaviour and marketing analytics or a supplementary text for other marketing modules.

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415.33 SMI (Browse shelf(Opens below))	Available		B03337

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Previous	HF5415.33 MOL Comportamiento del consumidor	HF5415.33 QUI Psicología y marketing	HF5415.33 SCH Consumer behaviour	HF5415.33 SMI Consumer behaviour and analytics	HF5415.33 SOL Comportement du consommateur	HF5415.33 SZM Consumer behaviour	HF5415.33.U6 KOR Hispanic marketing : connecting with the new Latino consumer	Next

Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision making. ; ; Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint. It contains numerous accessible examples, scenarios and exhibits and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole. Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data visualization to semiotics), the book concludes with an adaptive structure to inform managerial decision making. ; ; Consumer Behaviour and Analytics provides a unique distillation from a vast array of social and behavioural research merged with the knowledge potential of digital insight. It offers an effective and efficient summary for undergraduate, postgraduate or executive courses in consumer behaviour and marketing analytics or a supplementary text for other marketing modules.