Description

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.

Consumer Behavior in Practice

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    A Paperback by Eugene Y. Chan

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      Publisher: Springer International Publishing AG
      Publication Date: 1/3/2024
      ISBN13: 9783031509490, 978-3031509490
      ISBN10: 3031509498
      Also in:
      Politics, Philosophy & Society Occupational and industrial psychology

      Description

      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.

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