Complex Modeling of Consumer Behavior

Name: Complex Modeling of Consumer Behavior
Brand: Springer, Berlin
SKU: 9784431548737
Price: 129.91 EUR
Availability: InStock

Agent-Based Marketing Science

Autor: Makoto Mizuno

Jazyk:

Väzba: Pevná

Vydavateľ: Springer, Berlin

Dostupnosť: Skladom u dodávateľa

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This book reports what progress is being and should be made in marketing science by social complexit...

Informácie o knihe

Autor

Makoto Mizuno

Jazyk

Angličtina

Väzba

Kniha - Pevná

Vydalo

2023

Stránok

294

EAN

9784431548737

ISBN

4431548734

Enbook ID

02434506

Vydavateľ

Springer, Berlin

Hmotnosť

332

Rozmery

155 x 235

Kompletný popis

This book reports what progress is being and should be made in marketing science by social complexity science through such means as agent-based modeling and complex networks, which is seldom addressed by books reviewing the state of the art of marketing research or marketing science. Recently, as the penetration of brand-new communication technologies such as social media or mobile phones is connecting consumers more tightly than ever, marketers should understand and harness complex social interactions between consumers as well as between consumers and firms. Traditional marketing science does not sufficiently capture such phenomena; hence, the emerging alternative approaches are reflecting advances in social complexity science. The aim of this book is to give an overview of these newly emerging research trends, focusing mainly on the following three topics: diffusion of new products, choice and relationship with existing brands and marketing communication including consumers word-of-mouth. These topics have attracted a lot of attention among marketers in particular in rapidly growing markets such as hi-tech or services, where consumers mutual interaction and their bounded-rational behavior play critical roles. The prospective readers of this book include researchers, graduate students and practitioners with high expertise (e.g. data scientists) in both marketing/consumer research areas and complexity science areas such as computer science, physics and mathematical social science. The book serves as a bridge by providing the evolving knowledge on social complexity modeling for marketing researchers and the accumulated knowledge on marketing/consumer research for complexity researchers. In addition to reviewing previous and ongoing studies, this book offers the agenda for future researchers to discuss what problems have not been solved yet and need social complexity science approaches.

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Complex Modeling of Consumer Behavior

Agent-Based Marketing Science

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