Eugene Y. Chan - Consumer Behavior in Practice : Strategic Insights fo

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About this Item

The item is a book Paperback
The Author Name is Eugene Y. Chan
The Title is Consumer Behavior in Practice : Strategic Insights for the Modern Marketer

Condition New

Other Comments
New Store Stock
Category - Business & Economics


Product Description -
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.  

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