000			02759nam a2200289 i 4500
999			_c256374 _d256374
003			TH-BaBU
005			20240621160638.0
008			190413s2020 enka ob 001 0 eng d
020			_a9780429953354 (electronic bk.)
020			_a9781138592643
040			_aDLC _beng _erda _cTH-BaBU
050	1	4	_aHF5415.32 _b.S5595 2020
100	1		_aSmith, Andrew, _d1967- _eauthor.
245	1	0	_aConsumer behaviour and analytics / _cAndrew Smith.
264		1	_aAbingdon : _bRoutledge, _c2020.
300			_a1 online resource.
336			_atext _2rdacontent
337			_acomputer _2rdamedia
338			_aonline resource _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aAn introduction to consumer analytics -- Purchase insight and the anatomy of transactions -- Web and social media activity -- Extant research and exogenous cognition -- Elemental features of consumer choice : needs, economics, deliberation and impulse -- Perceptual and communicative features of consumer choice -- Individual and social features of consumption -- Knowledge driven marketing and the modular adaptive dynamic schematic -- Index.
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.
650		0	_aConsumer behavior.
650		0	_aMarketing _xData processing.
856	4	1	_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2141036 _zElectronic Resources
942			_2lcc _cEB