Marketing Science Fictions: An Ethnography of Marketing Analytics, Consumer Insight, and Data Science...

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Robert Cluley (University of Birmingham)

Marketing Science Fictions

Name: Marketing Science Fictions
Price: 57.95 AUD
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ISBN: 9781529233377

An Ethnography of Marketing Analytics, Consumer Insight, and Data Science

Robert Cluley (University of Birmingham)

$57.95

Paperback

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English

Bristol University Press
09 June 2026

E-commerce: business aspects; Sales & marketing; Organisational theory & behaviour; Information technology industries; Ethical & social aspects of computing

This 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.

By: Robert Cluley (University of Birmingham)
Imprint: Bristol University Press
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
ISBN: 9781529233377
ISBN 10: 1529233372
Pages: 192
Publication Date: 09 June 2026
Audience: Professional and scholarly , General/trade , Undergraduate , ELT Advanced
Format: Paperback
Publisher's Status: Active

Robert Cluley is Associate Professor of Marketing at the University of Birmingham, UK.