Consumer Behavior in Practice : Strategic Insights for the Modern Marketer
2024 ed.
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 psychologySales & marketingMarket 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.
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