Consumer Behaviour and Analytics

2. Auflage 2023
ISBN: 978-1-032-38837-3
Verlag: Routledge

Buch, Englisch, 230 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 514 g

Reihe: Mastering Business Analytics

The second edition of Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and artificial intelligence, 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, and also functions as a supplementary text for other marketing modules. Online resources include PowerPoint slides.

Zielgruppe

Postgraduate and Undergraduate

Autoren/Hrsg.

Smith, Andrew

Fachgebiete

• Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik
• Mathematik | Informatik EDV | Informatik Daten / Datenbanken Automatische Datenerfassung, Datenanalyse
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Management Entscheidungsfindung
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Informationstechnik, IT-Industrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

List of figures

List of tables

Preface

Acknowledgements

Chapter 1 An introduction to consumer analytics

Chapter 2 Purchase insight and the anatomy of transactions

Chapter 3 Web and social activity

Chapter 4 Extant research, decision-making and exogenous cognition

Chapter 5 Elemental features of consumer choice: needs, economics, deliberation and impulse.

Chapter 6 Perceptual and communicative features of consumer choice

Chapter 7 Individual and social features of consumption

Chapter 8 Knowledge-driven marketing and the Modular Adaptive Dynamic Schematic

Index

Über Autor(innen)

Andrew Smith, BSc, MSc, PhD, is the founding Director of the transdisciplinary N/LAB at Nottingham University Business School, UK, where he is Professor of Consumer Behaviour & Analytics. He is also an associate of The Horizon Institute (for digital economy research). Professor Smith has published numerous papers on consumer behaviour and analytics 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 entities, multinationals and NGOs (including Co-op, Walgreens Boots Alliance, World Bank Group, Tesco, IPSOS and Experian, among others). In 2023, he received a Leverhulme Trust Fellowship award.