Marketing Science Fictions (eBook)

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

Robert Cluley (Autor)

eBook Download: EPUB

2024 | 1., First Edition
192 Seiten
Bristol University Press (Verlag)
978-1-5292-3338-4 (ISBN)

Infos

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.

Autor

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

Produkt-Details

• Erscheint lt. Verlag: 19.12.2024
• Zusatzinfo: 17; 1
• Verlagsort: Bristol
• Sprache: englisch
• Maße: 160 x 160 mm
• Themenwelt: Mathematik / Informatik ► Informatik ► Web / Internet
• Themenwelt: Sozialwissenschaften ► Soziologie ► Spezielle Soziologien
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Wirtschaftsinformatik
• Schlagworte: critical marketing • Data Science • ethnography • Labour Process Theory • Marketing Science • Market studies • Science and Technology Studies • Sociology of translation • sociology of work • Valuation Studies
• ISBN-10: 1-5292-3338-0 / 1529233380
• ISBN-13: 978-1-5292-3338-4 / 9781529233384