Consumer Behaviour and Analytics
Data Driven Decision Making
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…
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Produktdetails
- ISBN: 978-0-429-95336-1
- EAN: 9780429953361
- Produktnummer: 31315085
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2019
- Seitenangabe: 216 S.
- Plattform: PDF
- Masse: 14'394 KB
- Auflage: 1. Auflage
- Abbildungen: 79 schwarz-weiße Abbildungen, 3 schwarz-weiße Fotos, 76 schwarz-weiße Zeichnungen, 23 schwarz-weiße Tabellen
Über den Autor
Andrew Smith BSc, MSc, PhD, is currently the Director of the N/LAB at Nottingham University Business School, UK where he is Professor of Consumer Behaviour. He is also an associate of The Horizon Institute (for digital economy research). Professor Smith has published numerous papers on consumer behaviour and worked on a number of funded research projects for Research Councils UK, ESRC, EPSRC, DFID, ERC, Bill and Melinda Gates Foundation, European Union, The Office of Fair Trading and Innovate UK among others. These projects have involved various multinationals and NGOs (including Walgreens Boots Alliance, World Bank Group, Tesco, IPSOS and Experian among others).
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