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Consumer Behaviour and Analytics
ISBN-13:
9780429953361
Veröffentl:
2019
Seiten:
216
Autor:
Andrew Smith
eBook Typ:
PDF
eBook Format:
EPUB
Kopierschutz:
0 - No protection
Sprache:
Englisch
Beschreibung:
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.
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
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