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Robert Cluley
Marketing Science Fictions
An Ethnography of Marketing Analytics, Consumer Insight and Data Science

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Обложка Robert Cluley: Marketing Science Fictions (ePUB)

This book pulls back the curtain on contemporary data-driven marketing, revealing the intricate ways marketers create value from online data. It offers valuable lessons for academics and students of marketing, technology and data science.

€43.99

Содержание

1. Introduction
2. How marketing learned to love big data
3. Ethnography and marketing work
4. Getting into marketing science
5. Life on the screen and in the kitchen
6. Coding the consumer
7. The feel for the game: Telling stories about numbers
8. Mediation of insight: Platforms, dashboards and chartism
9. The drama of decision: Presenting research
10. “So … what that means”: Marketing science in action
11. Conclusions

Об авторе

Robert Cluley is Associate Professor in Organisation Studies at University of Nottingham.

язык английский ● Формат EPUB ● страницы 240 ● ISBN 9781529233384 ● издатель Bristol University Press ● город Bristol ● Страна GB ● опубликованный 2024 ● Издание 1 ● Загружаемые 24 месяцы ● валюта EUR ● Код товара 9350783 ● Защита от копирования Adobe DRM

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