Consumer 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.
