Complex Modeling of Consumer Behavior: Agent-Based Marketing Science

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 ...