Eugene Y. Chan: Consumer Behavior in Practice
Consumer Behavior in Practice
Buch
- Strategic Insights for the Modern Marketer
- Springer Nature Switzerland, 04/2024
- Einband: Kartoniert / Broschiert, Paperback
- Sprache: Englisch
- ISBN-13: 9783031509490
- Bestellnummer: 11816748
- Umfang: 292 Seiten
- Auflage: 2024
- Gewicht: 446 g
- Maße: 235 x 155 mm
- Stärke: 16 mm
- Erscheinungstermin: 3.4.2024
Achtung: Artikel ist nicht in deutscher Sprache!
Klappentext
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.
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Eugene Y. Chan
Consumer Behavior in Practice
EUR 73,96*