02633nam a2200265Ia 450000500170000000800410001724500540005810000180011210000270013026000430015725000200020030000210022030000100024150000190025102000180027065000230028865000320031105000240034354600150036750504510038252014990083333600090233233700150234133800110235620260803094251.0251212s2024    xx            000 0 und d1 aConsumer behaviour and analytics /cAndrew Smith.  aSmith, Andrew  d1967 March 27-|eauthor  aLondon ; New York :bRoutledge,c2024.  aSecond edition.  axiv,  213 pages:  c24 cm  aIncludes index  a9781032388342  aConsumer behavior.  aMarketingxData processing.  a658.8342 Sm511 2024  ain English  aAn Introduction to Consumer Analytics -- Purchase Insight and the Anatomy of Transactions -- Web and Social Activity -- Extant Research, Decision-Making and Exogenous  Cognition -- Elemental Feautures of Consumer Choice: Needs, Economics, Deliberation and Impulse -- Perceptual and Communicative Features of Consumer Choice -- Individual and Social Features of Consumption -- Knowldege-Driven Marketing and the Modular Adapative Dynamic Schematic  a"The 2nd 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"--|cProvided by publisher.  atext  aunmediated  avolume