Consumer Behaviour and Analytics
eBook - ePub

Consumer Behaviour and Analytics

  1. 214 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Consumer Behaviour and Analytics

About this book

The second edition of Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and artificial intelligence, 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, and also functions as a supplementary text for other marketing modules. Online resources include PowerPoint slides.

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Yes, you can access Consumer Behaviour and Analytics by Andrew Smith in PDF and/or ePUB format, as well as other popular books in Business & Consumer Behaviour. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Routledge
Year
2023
eBook ISBN
9781000983036
Topic
Business
Subtopic
Consumer Behaviour
Index
Business

Table of contents

  1. Cover
  2. Endorsements
  3. Half Title
  4. Title Page
  5. Copyright Page
  6. Contents
  7. List of figures
  8. List of tables
  9. Preface
  10. Acknowledgements
  11. 1 An introduction to consumer analytics
  12. 2 Purchase insight and the anatomy of transactions
  13. 3 Web and social activity
  14. 4 Extant research, decision-making and exogenous cognition
  15. 5 Elemental features of consumer choice: Needs, economics, deliberation and impulse
  16. 6 Perceptual and communicative features of consumer choice
  17. 7 Individual and social features of consumption
  18. 8 Knowledge-driven marketing and the Modular Adaptive Dynamic Schematic
  19. Index