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

(Autor) Robert Cluley
Formato: Hardcover
80,00 Precio: £75,00 (6% off)
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This book explores data science in practice through an ethnographic study at a global marketing technology and research firm. The book shows that, while businesses have embraced data science methods to understand markets and consumers, in practice they produce too much information. Consequently, they must be combined with creative practices that simplify and make sense of analytics. Cluley shows that in the age of data science, business is increasingly artistic. In this case, marketing science is more like marketing science fiction. This is essential reading for understanding contemporary data-driven business and marketing as well as social and economic relations in the age of surveillance capitalism, with lessons for academics and students of marketing, technology and data science.

Information
Editorial:
Bristol University Press
Formato:
Hardcover
Número de páginas:
192
Idioma:
en
ISBN:
9781529233360
Año de publicación:
2024
Fecha publicación:
19 de Diciembre de 2024

Robert Cluley

Robert Cluley is a British poet known for his collection "The Beginning of the Fields." His spare and lyrical style captures the beauty and melancholy of everyday life. Cluley's work explores themes of memory, loss, and the passage of time, making him a significant voice in contemporary poetry.

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