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

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

This book explores data science in practice through an ethnographic study at a global marketing technology and...
$491.83 AUD
$491.83 AUD
SKU: 9781529233360
Product Type: Books
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Author: Robert Cluley
Format: Hardcover
Language: English
Subtotal: $491.83
Marketing Science Fictions: An Ethnography of Marketing Analytics, Consumer Insight, and Data Science by Cluley, Robert

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

$491.83
Marketing Science Fictions: An Ethnography of Marketing Analytics, Consumer Insight, and Data Science by Cluley, Robert

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

$491.83
Author: Robert Cluley
Format: Hardcover
Language: English
Description

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.



Author: Robert Cluley
Publisher: Bristol University Press
Published: 01/14/2025
Pages: 192
Binding Type: Hardcover
Weight: 0.99lbs
Size: 9.21h x 6.14w x 0.50d
ISBN: 9781529233360

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