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 lea

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

The emergence of new technologies within the industrial revolution has transformed businesses to a new socio-digital era. In this new era, businesses are concer

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals using quantita

Big Data collected by customer-facing organisations – such as smartphone logs, store loyalty card transactions, smart travel tickets, social media posts, or s