Consumer Behaviour and Analytics

Smith, Andrew

Consumer Behaviour and Analytics
  • 出版商: Routledge
  • 出版日期: 2023-11-08
  • 售價: $2,160
  • 貴賓價: 9.5 折 $2,052
  • 語言: 英文
  • 頁數: 214
  • 裝訂: Quality Paper - also called trade paper
  • ISBN: 103238834X
  • ISBN-13: 9781032388342

    • 海外代購書籍(需單獨結帳)

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商品描述

The second 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 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, and also functions as a supplementary text for other marketing modules. Online resources include PowerPoint slides.

商品描述(中文翻譯)

第二版的《消費者行為與分析》為新市場現實提供了一本消費者行為教科書。在大數據、機器學習和人工智慧的世界中，這本重要的文本回顧了在這個新領域中導航所需的問題、研究和概念。它展示了我們如何利用數據驅動的洞察，並將其與現有研究的洞察相結合，以促進知識驅動的決策。

本書採用實務和管理的視角，同時探索學術消費者研究的豐富傳承，從一個新穎且原創的立場來探討其主題。書中包含了許多易於理解的例子、情境和展示，並將各種相關工作的零散內容濃縮成一個可行的、連貫的、綜合的且易讀的整體。提供了一個有效的概覽，涵蓋了在分析驅動的市場營銷時代中最相關的概念和想法（從數據視覺化到符號學），本書以一個適應性的結構結尾，以指導管理決策。

《消費者行為與分析》從大量的社會和行為研究中提煉出獨特的精華，並與數位洞察的知識潛力相結合。它為本科生、研究生或高管課程中的消費者行為和市場分析提供了一個有效且高效的總結，並且也可作為其他市場模組的補充教材。線上資源包括 PowerPoint 簡報。

作者簡介

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.

作者簡介(中文翻譯)

安德魯·史密斯（Andrew Smith），理學士（BSc）、理學碩士（MSc）、博士（PhD），是英國諾丁漢大學商學院跨學科N/LAB的創始主任，並擔任消費者行為與分析的教授。他同時也是數位經濟研究的Horizon Institute的合作夥伴。史密斯教授在消費者行為和分析方面發表了多篇論文，並參與了多個由英國研究理事會（Research Councils UK）、社會經濟研究委員會（ESRC）、工程與自然科學研究委員會（EPSRC）、國際發展部（DFID）、歐洲研究委員會（ERC）、比爾和梅琳達·蓋茲基金會、歐洲聯盟、公平交易辦公室（The Office of Fair Trading）及創新英國（Innovate UK）等機構資助的研究項目。這些項目涉及多個實體，包括跨國公司和非政府組織（如Co-op、Walgreens Boots Alliance、世界銀行集團、Tesco、IPSOS和Experian等）。在2023年，他獲得了Leverhulme Trust Fellowship獎。

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