000			01862nam a22002177a 4500
005			20250617173058.0
008			250617b |||||||| |||| 00| 0 eng d
020			_a9781529233360
082			_a658.83 _bCLU
100			_aCluley, Robert _923611
245			_aMarketing science fictions: _ban ethnography of marketing analytics, consumer insight, and data science
260			_bBristol University Press _aBristol _c2025
300			_av, 186 p.
365			_aGBP _b80.00
500			_aTable of Contents: 1. Introduction 2. The Ethnographic Classics 3. Marketing in the Wild 4. Studying Marketing Ethnographically 5. Marketing Work 6. Clients Get Hung Up on a Number 7. Scientism in Action 8. Marketing Outsight 9. Artistic Qualification 10. The Art of Data 11. Marketing Science Fiction
520			_aThis 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. (https://bristoluniversitypress.co.uk/marketing-science-fictions)
650			_aMarketing analytics _915490
650			_aConsumers behavior _924602
650			_aData science--Marketing aspects _924603
942			_cBK _2ddc
999			_c10015 _d10015