Consumer Behaviour and Analytics Smith Andrew
Consumer Behaviour and Analytics Smith Andrew Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. It demonstrates how we can use data-driven insight…
Specifikacia Consumer Behaviour and Analytics Smith Andrew
Consumer Behaviour and Analytics Smith Andrew
Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. 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. 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.
Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data It contains numerous accessible examples, scenarios and exhibits and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole.
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