02933nam a2200373Ia 4500 20260803094251.0 251212s2024 xx 000 0 und d Consumer behaviour and analytics / Andrew Smith. Smith, Andrew 1967 March 27-|eauthor London ; New York : Routledge, 2024. Second edition. xiv, 213 pages: 24 cm Includes index 9781032388342 Consumer behavior. Marketing Data processing. CIR 658.8342 Sm511 2024 0 0 0 1 0 0 1 0 0 1 1 0 HED6847 in English College Library An 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 "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. 0 text unmediated volume lcc BK dsolimen 2025-01-20 15:10:23 dsolimen 2025-01-20 15:10:31 13210 13082 13082 0 0 ddc 0 0 HED HED HED 2025-12-21 0 CIR 658.8342 Sm511 HED6847 2026-06-02 00:00:00 2025-12-21 BK