Marketing Science Fictions
An Ethnography of Marketing Analytics, Consumer Insight and Data Science
By Robert Cluley
Published
Dec 1, 2024Page count
240 pagesISBN
978-1529233360Dimensions
234 x 156 mmImprint
Bristol University PressPublished
Dec 1, 2024Page count
240 pagesISBN
978-1529233384Dimensions
234 x 156 mmImprint
Bristol University Press
Marketing Science Fictions
Robert Cluley is Associate Professor in Organisation Studies at University of Nottingham.
1. Introduction
2. How marketing learned to love big data
3. Ethnography and marketing work
4. Getting into marketing science
5. Life on the screen and in the kitchen
6. Coding the consumer
7. The feel for the game: Telling stories about numbers
8. Mediation of insight: Platforms, dashboards and chartism
9. The drama of decision: Presenting research
10. “So … what that means”: Marketing science in action
11. Conclusions
