Consumer behaviour and analytics:
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 insigh...
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
2020
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| Schlagworte: | |
| Online-Zugang: | FHO01 FWS01 FWS02 UEI03 URL des Erstveröffentlichers |
| Zusammenfassung: | 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 |
| Beschreibung: | 1 Online Ressource (xii, 204 Seiten) |
| ISBN: | 9780429489921 0429489927 9780429953354 0429953356 9780429953361 0429953364 9780429953347 0429953348 |
| DOI: | 10.4324/9780429489921 |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:07Z |
| indexdate | 2024-08-01T10:38:15Z |
| institution | BVB |
| isbn | 9780429489921 0429489927 9780429953354 0429953356 9780429953361 0429953364 9780429953347 0429953348 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032417158 |
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| physical | 1 Online Ressource (xii, 204 Seiten) |
| psigel | ZDB-7-TFC ZDB-7-TFC Einzelkauf ZDB-7-TFC UEI_PDA_TFC_Kauf |
| publishDate | 2020 |
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| publisher | Routledge |
| record_format | marc |
| spellingShingle | Smith, Andrew 1967- Consumer behaviour and analytics Consumer behavior Marketing / Data processing Verbraucherverhalten (DE-588)4062644-1 gnd |
| subject_GND | (DE-588)4062644-1 |
| title | Consumer behaviour and analytics |
| title_auth | Consumer behaviour and analytics |
| title_exact_search | Consumer behaviour and analytics |
| title_exact_search_txtP | Consumer behaviour and analytics |
| title_full | Consumer behaviour and analytics Andrew Smith |
| title_fullStr | Consumer behaviour and analytics Andrew Smith |
| title_full_unstemmed | Consumer behaviour and analytics Andrew Smith |
| title_short | Consumer behaviour and analytics |
| title_sort | consumer behaviour and analytics |
| topic | Consumer behavior Marketing / Data processing Verbraucherverhalten (DE-588)4062644-1 gnd |
| topic_facet | Consumer behavior Marketing / Data processing Verbraucherverhalten |
| url | https://doi.org/10.4324/9780429489921 |
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