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Consumer Behavior in Practice

- Strategic Insights for the Modern Marketer
Engelsk Paperback

Consumer Behavior in Practice

- Strategic Insights for the Modern Marketer
Engelsk Paperback

592 kr
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Om denne bog
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.  
Product detaljer
Sprog:
Engelsk
Sider:
267
ISBN-13:
9783031509490
Indbinding:
Paperback
Udgave:
ISBN-10:
3031509498
Udg. Dato:
3 apr 2024
Længde:
18mm
Bredde:
235mm
Højde:
155mm
Forlag:
Springer International Publishing AG
Oplagsdato:
3 apr 2024
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