| 000 | 02764cam a22002898i 4500 | ||
|---|---|---|---|
| 003 | MIUC | ||
| 005 | 20211028124554.0 | ||
| 008 | 211028s2020 nyua b 001 0 eng | ||
| 020 |
_a9781138592643 _q(hardback : alk. paper) |
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| 020 |
_a9781138592650 _q(pbk. : alk. paper) |
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| 020 |
_z9780429489921 _q(ebk) |
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| 040 |
_aDLC _beng _erda _cDLC _dDLC |
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| 082 | 0 | 0 |
_a658.8342 _223 |
| 100 | 1 |
_aSmith, Andrew, _d1967 March 27- _eauthor _95460 |
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| 245 | 1 | 0 |
_aConsumer behaviour and analytics / _cAndrew Smith. |
| 264 | 1 |
_aLondon ; _aNew York : _bRoutledge, _c2020. |
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| 300 |
_axi, 204 pages : _billustrations ; _c24 cm. |
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| 336 |
_atext _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _a1. 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 -- Index. | |
| 520 | _aConsumer 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. | ||
| 650 | 0 |
_aConsumer behavior _9438 |
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| 650 | 0 |
_aMarketing _xData processing _936 |
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| 942 |
_2ddc _cBK |
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