Cover is for reference only

Understanding consumer behavior and consumption experience /

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

Full description

Saved in:
Bibliographic Details
Main Authors: Rajagopal, 1957- (Author)
Corporate Authors: IGI Global
Group Author: Casta no, Raquel, 1962-
Published: IGI Global,
Publisher Address: Hershey, Pa. :
Publication Dates: [2015]
Literature type: eBook
Language: English
Subjects:
Consumer behavior.
Consumption (Economics)
Brand relationships
Consumer emotions
Cross-cultural perceptions
Customer vulnerability
Multicultural marketing
Social media
Virtual markets
Online Access: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-4666-7518-6
Summary: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--Provided by publisher.
Carrier Form: PDFs (303 pages)
Bibliography: Includes bibliographical references.
ISBN: 9781466675193
Access: Restricted to subscribers or individual electronic text purchasers.
Index Number: HF5415
CLC: F713.55
Contents: Consumer perception: conscious and non-conscious processes -- Consumption experiences -- Consumer relationships with brands -- Consumer well-being and happiness -- Vulnerable consumers -- Building and changing consumer attitude -- Cross-cultural variations in consumer behavior -- Social group influences -- Ethnicity and consumerism -- Consumer behavior in the e-marketplace -- Routes to market.

Related Book Recommendations