000			02732nam a2200313Ia 4500
001			2868
008			230305s2020 xx 000 0 und d
020			_a9781138592650
043			_aen_UK
041			_aeng
245		0	_aConsumer behaviour and analytics
260			_a _bRoutledge, _c2020
300			_axi, 204 p. : ill. ; 24 cm.
505			_aIncludes index. _r1. An Introduction to Consumer Analytics-- _r2. Purchase Insight and the Anatomy of Transactions-- _r3. Web & Social Media Activity-- _r4. Extant Research and Exogenous Cognition-- _r5. Elemental Features of Consumer Choice: Needs, Economics, Deliberation and Impulse-- _r6. Perceptual and Communicative Features of Consumer Choice-- _r7. Individual and Social Features of Consumption-- _r8. Knowledge Driven Marketing & the Modular Adaptive Dynamic Schematic--
520			_aConsumer 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.
590			_bSupport material available on publisher's website.
630			_aHF COMMERCE _914
650			_aConsumer behaviour _912359
650			_aAnalytics _911874
700			_aSmith, Andrew, _eAuthor
856			_uhttps://www.routledge.com/Consumer-Behaviour-and-Analytics/Smith/p/book/9781138592650
902			_a490
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9781138592650.jpg
912			_a2020-01-01
942			_a1
953			_d2021-01-08 16:00:59
999			_c2731 _d2731