Eugene Y. Chan – Consumer Behavior in Practice [PDF]
English | eBook | Size: 3.70 MB
Eugene Y. Chan – Consumer Behavior in Practice: Strategic Insights for the Modern Marketer
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 (or are not) 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.
Contents:
Part I – Complexities of Consumer Decision Making
1 Consumer Decision-Making Strategies
Part II – Relevance to the Modern Marketer
2 Advertising
3 Pricing
4 Brand Loyalty
5 Emotional Marketing
Part III – Diversity of Consumer Behavior
6 Luxury Consumer Behavior
7 Digital Consumer Behavior
8 The Ideological Customer
9 Cross-Cultural Consumer Behavior
Part IV – Consumer Behavior, Today and Tomorrow
10 Consumer Behavior in the Sharing Economy
11 Sustainable Consumer Decision Making
12 Consumer Behavior During a Brand Crisis
Part V – Forecasting Consumer Behavior
13 Consumer Behavior in the Future
Index
Format: PDF
Length: 272 pages
Published: 2024 by Palgrave Macmillan
ISBN: 3031509471
RAPIDGATOR:
rapidgator.net/file/5158eb61495c4edfb8bf0087e6748c7e/Eugene_Y._Chan_-_Consumer_Behavior_in_Practice.rar.html
TURBOBIT:
tbit.to/d840hbsvta7m/Eugene%20Y.%20Chan%20-%20Consumer%20Behavior%20in%20Practice.rar.html