Consumer Behavior in Practice: Strategic Insights for the Modern Marketer

Consumer Behavior in PracticeStrategic Insights for the Modern MarketerAimed 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.Additional ISBNs9783031509490Consumer Behavior in Practice: Strategic Insights for the Modern Marketer is written by Eugene Y. Chan and published by Palgrave Macmillan. ISBNs for Consumer Behavior in Practice are 9783031509476, 3031509471 and the print ISBNs are 9783031509469, 3031509463. Additional ISBNs include 9783031509490.