Consumer Behaviour and Analytics / Andrew Smith
Publication year: 2020
ISBN: 9781138592650
Internet Resource: Please Login to download book
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.
Subject: Business, Marketing, Business & Economics Consumer Behavior, Consommateurs Comportement, Consumer behavior, Marketing Data processing, Marketing Informatique
