TY  - BOOK
AU  - Smith, Andrew
TI  - Consumer behaviour and analytics
T2  - Mastering business analytics
SN  - 9781032388342
PY  - 2024///
CY  - London
PB  - Routledge
KW  - Consumer behaviour
KW  - Marketing- Data processing
KW  - Consumer choice
N1  - 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.


ER  -