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Consumer behaviour and analytics

By: Material type: TextTextSeries: Mastering business analyticsPublication details: London Routledge 2024Edition: 2nd edDescription: xiv, 213p. ill. Includes bibliographical references and indexISBN:
  • 9781032388342
Subject(s): Other classification:
  • X:1:(S:44) R4
Item type: Textbook
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Item type Current library Home library Call number Status Barcode
Textbook Textbook Ratan Tata Library Ratan Tata Library X:1;(S:44) R4 (Browse shelf(Opens below)) Available RT1528315
Textbook Textbook Ratan Tata Library Ratan Tata Library Available

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.

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