Consumer Behavior in the Marketing Information Ecosystem

Authored by: John Wittenbraker , Norbert Wirth

The Routledge Companion to Consumer Behavior

Print publication date:  September  2017
Online publication date:  September  2017

Print ISBN: 9781138695160
eBook ISBN: 9781315526935
Adobe ISBN:

10.4324/9781315526935.ch31

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Abstract

In this chapter, we…

Illustrate the evolving development and use of marketing information in the digital era

Provide a theoretical context and recommend a different, more human lens for thinking about and acting on marketing information

Issue a call to action for advancements in data access and analytics, commercial marketing research and the science of consumer behavior to accelerate the wise development and sustainable use of digital marketing information.

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