Consumer Behaviour: Understanding Consumers in a Digital Landscape - Hardcover

Pelet, Jean-Eric

 
9781398618640: Consumer Behaviour: Understanding Consumers in a Digital Landscape
Hardcover
ISBN 10: 1398618640 ISBN 13: 9781398618640
Verlag: Kogan Page, 2025

Inhaltsangabe

With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape.

Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It starts with an exploration of how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. Students will then learn about the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement.

Supported by international examples throughout, the textbook examines the role of AR/VR in retail experiences, the power of online communities and voice commerce, as well as the importance of good UX design. Crucially, it also delves into ethical considerations of the digital consumer landscape, including privacy and data concerns. Consumer Behaviour includes in-text learning features such as learning outcomes, key terms, a glossary and exercise questions to help develop critical thinking. It is supported by online resources of PowerPoint slides, videos and essay questions.

This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.

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Über die Autorin bzw. den Autor

Jean-Eric Pelet is an Associate Professor at IAE Amiens (France). He leads the Consumer Behaviour teaching at Masters level at IAE Amiens, IAE Vannes, EM Normandie, PBS and EMLV. He is also a visiting professor both in France and abroad in England, Poland, Finland, Switzerland and Thailand.

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Verlag
Kogan Page
Erscheinungsdatum
2025
Sprache
Englisch
ISBN 10 
1398618640
ISBN 13 
9781398618640
Einband
Tapa dura
Auflage
1
Anzahl der Seiten
344
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

Weitere beliebte Ausgaben desselben Titels

9781398618619: Consumer Behaviour: Understanding Consumers in a Digital Landscape

Vorgestellte Ausgabe

ISBN 10:  1398618616 ISBN 13:  9781398618619
Verlag: Kogan Page, 2025
Softcover