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

Cluley, Robert

 
9781529233360: Marketing Science Fictions: An Ethnography of Marketing Analytics, Consumer Insight, and Data Science
Couverture rigide
ISBN 10 : 1529233364 ISBN 13 : 9781529233360
Editeur : Bristol University Press, 2024

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Robert Cluley is Associate Professor of Marketing at the University of Birmingham, UK.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Bristol University Press
Date d'édition
2024
Langue
anglais
ISBN 10 
1529233364
ISBN 13 
9781529233360
Reliure
Relié
Nombre de pages
192
Coordonnées du fabricant
non disponible
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