Formats
Paperback/English
USD 63.00
Description
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. 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 thConsumer Behavior
General
Decisionmaking & Problem Solving
Marketinggeneral
Marketingresearch
Industriescomputers & Information Technology
Data Processing
Websocial Networking
