Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out.The text examines the relevance of consumer behavior in such marketing topics as advertising and pricing, with topical chapters such as the sharing economy, luxury consumer behavior, and the ideological consumer. Each chapter includes boxes that highlight theory in greater depth; show how the concepts discuss "work" in actual practice; and the relevance of digital and social media marketing.This book will prove useful to those looking for a greater understanding of how consumer behavior provides greater insight about marketing activities.
Eugene Y. Chan
Consumer Behavior in Practice [EPUB ebook]
Strategic Insights for the Modern Marketer
Consumer Behavior in Practice [EPUB ebook]
Strategic Insights for the Modern Marketer
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Language English ● Format EPUB ● ISBN 9783031509476 ● Publisher Springer Nature Switzerland ● Published 2024 ● Downloadable 3 times ● Currency EUR ● ID 9364897 ● Copy protection Adobe DRM
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