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

Cluley, Robert

 
9781529233360: Marketing Science Fictions: An Ethnography of Marketing Analytics, Consumer Insight, and Data Science
Hardcover
ISBN 10: 1529233364 ISBN 13: 9781529233360
Verlag: Bristol University Press, 2025

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

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

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Verlag
Bristol University Press
Erscheinungsdatum
2025
Sprache
Englisch
ISBN 10 
1529233364
ISBN 13 
9781529233360
Einband
Gebundene Ausgabe
Anzahl der Seiten
240
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

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