Understanding consumer behavior and consumption experience

Rajagopal; Raquel Castaño

"This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by ocusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--

MoreLess

Year of publication:	c 2015
Authors:	Rajagopal ; Castano, Raquel
Publisher:	Hershey, Pa. : Business Science Reference
Subject:	Konsumentenverhalten \| Consumer behaviour

Extent:	XVI, 303 S.
Series:	Advances in marketing, customer relationship management, and e-services (AMCRMES) book series Premier reference source
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Bibliografie enthalten ; Bibliography included
Language:	English
Notes:	Includes bibliographical references and index ForewordPreface -- Acknowledgements -- Consumer perception: conscious and non-conscious processes -- Consumption experiences -- Consumer relationships with products and brands -- Consumer well-being and happiness -- Vulnerable consumers -- Building and changing consumer attitudes -- Cross-cultural variations in consumer behavior -- Social group influences -- Ethnic identity -- Consumer behavior in the e-marketplace -- Routes to market -- Index.
ISBN:	978-1-4666-7518-6 ; 978-1-4666-7519-3
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10010501357