Consumer Behaviour and Analytics

ISBN-13: 9781032388373 / Twarda / 2023 / 204 str.

UK) Smith Andrew (University of Westminster

Opis

The 2nd 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.

Recenzje

'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 on 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-balanced understanding of contemporary consumer behaviour and analytics.' - Professor Andreas Chatzidakis, Royal Holloway, University of London, UK

Spis treści

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

O autorze

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.