Cluley Marketing Science Fictions

An Ethnography of Marketing Analytics, Consumer Insight, and Data Science
1. Auflage 2024
ISBN: 978-1-5292-3338-4
Verlag: Bristol University Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 192 Seiten, Format (B × H): 156 mm x 234 mm

This book explores data science in practice through an ethnographic study at a global marketing technology and research firm.

The book shows that, while businesses have embraced data science methods to understand markets and consumers, in practice they produce too much information. Consequently, they must be combined with creative practices that simplify and make sense of analytics. Cluley shows that in the age of data science, business is increasingly artistic. In this case, marketing science is more like marketing science fiction.

This is essential reading for understanding contemporary data-driven business and marketing as well as social and economic relations in the age of surveillance capitalism, with lessons for academics and students of marketing, technology and data science.

Autoren/Hrsg.

Cluley, Robert

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Informationstechnik, IT-Industrie
• Mathematik | Informatik EDV | Informatik EDV & Informatik Allgemein Soziale und ethische Aspekte der EDV
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Organisationstheorie, Organisationssoziologie, Organisationspsychologie

Inhaltsverzeichnis

1. Introduction

2. The Ethnographic Classics

3. Marketing in the Wild

4. Studying Marketing Ethnographically

5. Marketing Work

6. Clients Get Hung Up on a Number

7. Scientism in Action

8. Marketing Outsight

9. Artistic Qualification

10. The Art of Data

11. Marketing Science Fiction

Über Autor(innen)

Cluley, Robert
Robert Cluley is Associate Professor of Marketing at the University of Birmingham, UK.