Consumer Behaviour and Analytics

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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…
349,-
Format/språk (3 forskjellige)
Format
E-Bok
Consumer Behaviour and Analytics
E-Bok
Engelsk
349,-
Pocket
Consumer Behaviour and Analytics
Pocket
Engelsk
459,-
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    Om Consumer Behaviour and Analytics

    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 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.

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    Detaljer

    Format
    E-Bok
    Kopisperre
    Teknisk DRM
    Filformat
    ePUB
    Utgivelsesår
    2019
    Forlag
    Taylor and Francis
    Språk
    Engelsk
    ISBN
    9780429953354
    Sider
    204
    Emne
    Economics, finance, business & management, Knowledge management, Market research

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