Andrew Smith

Consumer Behaviour and Analytics

• Broschiertes Buch

Produktbeschreibung

This volume provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, this text reviews the issues and concepts essential for navigating this new terrain. It demonstrates how we can use data driven insight and research in order to inform knowledge driven decision making.

Produktdetails

• Mastering Business Analytics
• Verlag: Taylor & Francis Ltd
• Seitenzahl: 204
• Erscheinungstermin: 28. August 2019
• Englisch
• Abmessung: 235mm x 159mm x 25mm
• Gewicht: 286g
• ISBN-13: 9781138592650
• ISBN-10: 113859265X
• Artikelnr.: 57599745

Autorenporträt

Andrew Smith BSc, MSc, PhD, is currently the Director of the N/LAB at Nottingham University Business School, UK where he is Professor of Consumer Behaviour. He is also an associate of The Horizon Institute (for digital economy research). Professor Smith has published numerous papers on consumer behaviour and worked on a number of funded research projects for Research Councils UK, ESRC, EPSRC, DFID, ERC, Bill and Melinda Gates Foundation, European Union, The Office of Fair Trading and Innovate UK among others. These projects have involved various multinationals and NGOs (including Walgreens Boots Alliance, World Bank Group, Tesco, IPSOS and Experian among others).

Inhaltsangabe

List of Figures. List of Tables. Preface. Acknowledgements. 1. 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