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Consumer Behaviour and Analytics 1st Edition by Andrew Smith, ISBN-13: 978-1138592650

$14.99

Description

  • Format: PDF
  • Publisher: ‎ Routledge; 1st edition (August 27, 2019)
  • Language: ‎ English
  • 216 pages
  • ISBN-10: ‎ 113859265X
  • ISBN-13: ‎ 978-1138592650

Review

“Consumer marketing is increasingly analytics driven, with data driven insight the core underpinning of many businesses. Consumer Behaviour and Analytics is a concise, inventive, original and accessible text that develops new approaches, concepts and structure to fit the new reality of analytics driven marketing. Linking new possibilities and approaches with existing academic consumer research, and grounded in examples and exhibits, this book is a ground-breaking and informative volume.” ― Leigh Sparks, Professor of Retail Studies and Deputy Principal, University of Stirling, Scotland 

“The effects of Big Data, machine learning and AI to the terrain of marketing and consumer research have been seismic. Smith’s book provides a timely and concise review of this new landscape by demystifying analytics-driven concepts and methods whilst cross-referencing with more traditional fields of consumer knowledge. The book inventively integrates old and new concepts into a framework that will appeal to marketing practitioners and students alike. An absolutely essential read for anyone interested in a well-rounded and balanced understanding of contemporary consumer behaviour and analytics.” ― Professor Andreas Chatzidakis, Royal Holloway University of London, UK

About the Author

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).

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