Consumer Behaviour
Kogan Page Ltd (Verlag)
978-1-3986-1864-0 (ISBN)
With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape.
Consumer Behaviour combines theoretical underpinnings with real-world practice to provide comprehensive, up-to-date coverage of the subject. It explores how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.
Features include:
- Chapters on the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement.
- Examination of the role of AR/VR and the metaverse in retail experiences, live streaming and voice commerce as well as quantum computing and the importance of good UX design.
- Ethical considerations of the digital consumer landscape, including privacy and data concerns.
- Learning outcomes, key terms, a glossary and exercise questions international examples throughout, to help develop critical thinking.
Jean-Eric PELET is an Associate Professor at IAE Amiens (France). He leads the Consumer Behaviour teaching at Masters level at IAE Amiens, IAE Vannes, EM Normandie, PBS and EMLV. He is also a visiting professor both in France and abroad in England, Poland, Finland, Switzerland and Thailand.
Chapter - 01: Understanding consumer behaviour in the digital age;
Chapter - 02: The new era of consumer needs and motivations;
Chapter - 03: Psychological and social dynamics in consumer behaviour;
Chapter - 04: The science of digital learning and memory;
Chapter - 05: Building brand loyalty in the digital age;
Chapter - 06: The consumer decision making process;
Chapter - 07: Advancing consumer experiences in the digital world;
Chapter - 08: The power of online communities and social influence;
Chapter - 09: Ethical considerations in the consumer landscape;
Chapter - 10: The future of consumer behaviour in the digital era
| Erscheinungsdatum | 17.01.2025 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 156 x 234 mm |
| Themenwelt | Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 1-3986-1864-0 / 1398618640 |
| ISBN-13 | 978-1-3986-1864-0 / 9781398618640 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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