Smith, Andrew

Consumer Behaviour and Analytics (Mastering Business Analytics)

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ISBN 13:: 9781032388342
author:: Smith, Andrew
format:: Paperback
publisher:: Taylor & Francis Ltd
language:: English
Publication Year:: 2023
Pages:: 204
Dimensions:: 23.3 x 15.6 x 1.2 centimetres (0
Genre:: Business, General, Business,
Condition:: New
Availability:: Item usually sent within 10 working days

£46.69

Current Stock: 1

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Description

Description

Consumer Behaviour and Analytics provides a comprehensive guide to navigating the complex world of marketing in the age of Big Data. This textbook reviews essential issues, research, and concepts for making informed knowledge-driven decisions.

A practical and managerial approach is adopted, exploring both the rich lineage of academic consumer research and the latest digital insights. The book offers numerous accessible examples and scenarios, condensing a vast array of relevant work into a coherent and readable whole.

It provides an effective tour of key concepts and ideas, including data visualization and semiotics, and concludes with an adaptive structure to inform managerial decision-making. Suitable for undergraduate, postgraduate, or executive courses in consumer behaviour and marketing analytics, this book also serves as a supplementary text for other marketing modules.

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