Consumer Behavior in Practice: Strategic Insights for the Modern Marketer - Softcover

Chan, Eugene Y.

Softcover

ISBN 10: 3031509498 ISBN 13: 9783031509490

Verlag: Springer-Verlag GmbH, 2024

Inhaltsangabe

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.

 

Über diesen Titel

Über die Autorin bzw. den Autor

Eugene Y. Chan is an Associate Professor of Marketing in the Ted Rogers School of Management at Toronto Metropolitan University, Canada. He uses experimental and survey methods and draws on theories from diverse disciplines in the social sciences to study how consumers make choices, judgments, and decisions in the marketplace, in organizations, and in society. He is co-author of an undergraduate textbook on consumer behavior focused on Australia and the Asia-Pacific.

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“In his new book, Eugene Chan finally unlocks the full potential of consumer psychology for marketing practice. Jargon can get in the way of appreciating this discipline’s usefulness, but the author distills the concepts in a simple but compelling way while demonstrating applicability. The result is a book that will resonate with anyone whose aim is to influence modern consumers.”– François Carrillat, Professor of Marketing Department, Griffith Business School, Griffith University, Australia

 

“For both marketing students and practitioners who have struggled to master what consumers think, feel, and do in practice, this book is a must-read. The book provides a comprehensive compilation of theories and case-in-point practices on consumer behavior in modern marketing.” – Liem Viet Ngo, Editor-in-Chief of Australasian Marketing Journal and Associate Professor of Marketing, UNSW Sydney, Australia

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.

Eugene Chan is an Associate Professor of Marketing in the Ted Rogers School of Management at Toronto Metropolitan University, Canada. He uses experimental and survey methods and draws on theories from diverse disciplines in the social sciences to study how consumers make choices, judgments, and decisions in the marketplace, in organizations, and in society. He is co-author of an undergraduate textbook on consumer behavior focused on Australia and the Asia-Pacific.

 

Details zur Ausgabe

• Verlag: Springer-Verlag GmbH
• Erscheinungsdatum: 2024
• Sprache: Englisch
• ISBN 10: 3031509498
• ISBN 13: 9783031509490
• Einband: Tapa blanda
• Anzahl der Seiten: 288
• Kontakt zum Hersteller: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Deutschland