Andrew Smith

Gebundenes Buch

Consumer Behaviour and Analytics

Beschreibung

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.

Autor

Andrew Smith is the Interfaith Advisor to the Bishop of Birmingham, United Kingdom. He brings years of experience and expertise in the area of interfaith dialogue and fostering relationship between different faith and community groups. Ulrike Hunt works for The Feast in Luton, United Kingdom. She too carries years of experience of interfaith dialogue with teenagers and of training others in how to create a safe space for teenagers to experience constructive dialogue.

Produktdetails

• Verlag: Routledge
• 2. Auflage
• Seitenzahl: 230
• Erscheinungstermin: 8. November 2023
• Englisch
• Abmessung: 240mm x 161mm x 17mm
• Gewicht: 514g
• ISBN-13: 9781032388373
• ISBN-10: 1032388374
• Artikelnr.: 68475198

Rezensionen

'Consumer marketing is increasingly analytics driven, with data driven insight the core underpinning of many businesses. Consumer Behaviour and Analytics is a concise, inventive, original and accessible text that develops new approaches, concepts and structure to fit the new reality of analytics driven marketing. Linking new possibilities and approaches with existing academic consumer research, and grounded in examples and exhibits, this book is a ground-breaking and informative volume.'- Leigh Sparks, Professor of Retail Studies and Deputy Principal, University of Stirling, Scotland

'The effects of Big Data, machine learning and AI on the terrain of marketing and consumer research have been seismic. Smith's book provides a timely and concise review of this new landscape by demystifying analytics-driven concepts and methods whilst cross-referencing with more traditional fields of consumer knowledge. The book inventively integrates old and new concepts into a framework that will appeal to marketing practitioners and students alike. An absolutely essential read for anyone interested in a well-balanced understanding of contemporary consumer behaviour and analytics.' - Professor Andreas Chatzidakis, Royal Holloway, University of London, UK