Consumer behaviour and marketing fundamentals for business data analytics

Title: Consumer behaviour and marketing fundamentals for business data analytics
Creator: De Vries, Natalie J.; Moscato, Pablo
Relation: ARC.FT120100060 http://purl.org/au-research/grants/arc/FT120100060
Relation: Business and Consumer Analytics: New Ideas p. 119-162
Publisher Link: http://dx.doi.org/10.1007/978-3-030-06222-4_2
Publisher: Springer Cham
Resource Type: book chapter
Date: 2019
Description: This chapter provides the reader with a brief introduction to the basics of marketing. The intention is to help a “non-marketer” to understand what is needed in business and consumer analytics from a marketing perspective and continue “bridging the gap” between data scientists and business thinkers. A brief introduction to the discipline of marketing is presented followed by several topics that are crucial for understanding marketing and computational applications within the field. A background of market segmentation and targeting strategies is followed by the description of typical bases for segmenting a market. Further, consumer behaviour literature and theory is discussed as well as the current trends for businesses regarding consumer behaviour.
Subject: advertising; behaviouristic segmentation; consumer behaviour; market segmentation; social media marketing; targeted marketing
Identifier: http://hdl.handle.net/1959.13/1448265
Identifier: uon:43369
Identifier: ISBN:9783030062217
Language: eng

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