Consumer Behavior in Practice

Strategic Insights for the Modern Marketer

Eugene Y. Chan (Autor)

Buch | Hardcover

2024
Springer International Publishing (Verlag)
978-3-031-50946-9 (ISBN)

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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.

Introduction to This Text
PART 1
Chapter 1: Consumer Decision Making Strategies

PART 2
Chapter 2: Advertising
Chapter 3: Pricing
Chapter 4: Brand Loyalty
Chapter 5: Emotional Marketing

PART 3
Chapter 6: Luxury Consumer Behavior
Chapter 7: Digital Consumer Behavior
Chapter 8: The Ideological Consumer
Chapter 9: Cross-Cultural Consumer Behavior

PART 4
Chapter 10: Consumer Behavior in the Sharing Economy
Chapter 11: Sustainable Consumer Decision-Making
Chapter 12: Consumer Behavior During a Brand Crisis

PART 5
Consumer Behavior in the Future

Erscheint lt. Verlag	29.4.2024
Zusatzinfo	Approx. 250 p. 30 illus.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Themenwelt	Geisteswissenschaften ► Psychologie ► Arbeits- und Organisationspsychologie
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Advertising • brand crises • Branding • Customer Insights • Customer Value • Digital Revolution • Market Research • Non-Profits • Positioning • Pricing • Product Development • Sales • Segmentation • Targeting
ISBN-10	3-031-50946-3 / 3031509463
ISBN-13	978-3-031-50946-9 / 9783031509469
Zustand	Neuware