The Marketing Department at Royal Holloway will be celebrating the release of Andrew Smith's new textbook, 'Consumer Behaviour and Analytics'

Organised by the Marketing Department at Royal Holloway University, this book launch event will see Andrew Smith officially launching his new textbook, 'Consumer Behaviour and Analytics (Routledge 2019)' - a book which will be of particular interest to our Marketing students, academics and especially our MSc Digital Marketing Students.

"Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision making.

Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint. It contains numerous accessible examples, scenarios and exhibits and condenses the disparate array of relevant work into a workable, coherent, synthesized and readable whole. Providing an effective tour of the concepts and ideas most relevant in the age of analytics-driven marketing (from data visualization to semiotics), the book concludes with an adaptive structure to inform managerial decision making.

Consumer Behaviour and Analytics provides a unique distillation from a vast array of social and behavioural research merged with the knowledge potential of digital insight. It offers an effective and efficient summary for undergraduate, postgraduate or executive courses in consumer behaviour and marketing analytics or a supplementary text for other marketing modules."

The event will take place in Room 003, No. 11 Bedford Sq., Royal Holloway University of London, Bloomsbury, London, WC1B 3RF (near British Library, Kings Cross/St. Pancras) on Tuesday October 15th from 18.00 to 20.00. Light food/refreshments will be provided.

Please register attendance at no cost via the Eventbrite page: 

https://www.eventbrite.co.uk/e/consumer-analytics-by-smith-a-book-launch-tickets-74392958341