Consumer Behaviour and Analytics

1. Auflage 2019
ISBN: 978-1-138-59265-0
Verlag: Taylor & Francis Ltd

Buch, Englisch, 216 Seiten, Format (B × H): 159 mm x 235 mm, Gewicht: 350 g

Reihe: Mastering Business 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.

Autoren/Hrsg.

Smith, Andrew

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik

Inhaltsverzeichnis

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

Über Autor(innen)

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).