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

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

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

This two-volume handbook presents a collection of novel methodologies with applications and illustrative examples in the areas of data-driven computational soci

Over the past few decades marketing practices have shifted with the sudden growth of social media and the proliferation of devices, platforms, and applications.