Consumer Behavior in Practice : Strategic Insights for the Modern Marketer

Name: Consumer Behavior in Practice
Brand: Springer International Publishing AG
SKU: 9783031509490
Price: 10800 KES
Availability: InStock
ISBN: 9783031509490

2024 ed.

by Eugene Y. Chan

Book Details

Format Paperback / softback

ISBN-10 3031509498

ISBN-13 9783031509490

Edition 2024 ed.

Publisher Springer International Publishing AG

Imprint Palgrave Macmillan

Country of Manufacture GB

Country of Publication GB

Publication Date Apr 3rd, 2024

Print length 267 Pages

Weight 446 grams

Dimensions 15.50 x 23.50 x 1.80 cms

Product Classification: Occupational & industrial psychology Occupational and industrial psychology Sales & marketing Sales and marketing Market research

KSh 10,800.00

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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.

Get Consumer Behavior in Practice by Eugene Y. Chan at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by Springer International Publishing AG and it has 267 pages.