Code: 45533666

Consumer Behavior in Practice

Name: Consumer Behavior in Practice
Brand: Springer, Berlin
SKU: 45533666
Price: 74.43 EUR
Availability: InStock
Author: Eugene Y. Chan
ISBN: 9783031509490

by Eugene Y. Chan

Language: English
Binding: Paperback
Number of pages: 267
Publisher: Springer, Berlin, 2024
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Book synopsis

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.