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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.
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 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.
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.
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Recht, Sozialwissenschaften, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: |
xxi
267 S. 1 s/w Illustr. 267 p. 1 illus. |
| ISBN-13: | 9783031509490 |
| ISBN-10: | 3031509498 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Chan, Eugene Y. |
| Hersteller: |
Springer Nature Switzerland
Springer International Publishing Springer International Publishing AG |
| Verantwortliche Person für die EU: | Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com |
| Maße: | 235 x 155 x 16 mm |
| Von/Mit: | Eugene Y. Chan |
| Erscheinungsdatum: | 03.04.2024 |
| Gewicht: | 0,446 kg |
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.
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.
| Erscheinungsjahr: | 2024 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Recht, Sozialwissenschaften, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: |
xxi
267 S. 1 s/w Illustr. 267 p. 1 illus. |
| ISBN-13: | 9783031509490 |
| ISBN-10: | 3031509498 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Chan, Eugene Y. |
| Hersteller: |
Springer Nature Switzerland
Springer International Publishing Springer International Publishing AG |
| Verantwortliche Person für die EU: | Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com |
| Maße: | 235 x 155 x 16 mm |
| Von/Mit: | Eugene Y. Chan |
| Erscheinungsdatum: | 03.04.2024 |
| Gewicht: | 0,446 kg |
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