Consumer behaviour and analytics
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.
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Abingdon, Oxon :
Routledge
[2024]
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| Edición: | Second edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009869130606719 |
Tabla de Contenidos:
- 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
