Consumer Behaviour: Applications in Marketing
by Robert East, Jaywant Singh, Malcolm Wright, Marc Vanhuele
This book examines consumer behavior principles and their direct applications in marketing. It explores decision-making processes, psychological factors, and strategies for influencing consumer choices. Ideal for students and marketers seeking to enhance their understanding of buyer dynamics and campaign effectiveness.
About This Book
Consumer Behaviour: Applications in Marketing delves into the study of how individuals and groups make decisions to spend resources on products and services. It provides a comprehensive overview of key theories and models in consumer psychology.
The book emphasizes practical applications, showing how marketing professionals can use behavioral insights to design effective campaigns and improve customer engagement. It covers topics from perception and motivation to post-purchase behavior.
Authored by experts in the field, this text bridges academic research with real-world marketing practices, making it a valuable resource for students and professionals alike. It highlights the importance of evidence-based approaches in understanding consumer trends.
Through clear explanations and examples, the book illustrates how consumer behavior influences market strategies and business outcomes. It encourages readers to apply these concepts to contemporary marketing challenges.
Reviews
No reviews yet. Be the first to review this book!