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£112.78

Kogan Page Consumer Behaviour: Understanding Consumers in a Digital Landscape

Name: Consumer Behaviour: Understanding Consumers in a Digital Landscape
Brand: Kogan Page
Price: 120.75 GBP
Availability: InStock

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Most common price: £121 (44 days, 51.2%)

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Description

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 starts with an exploration of how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision-making. Students will then learn about the psychological and social dynamics of consumer behaviour and the scientific foundations of learning and memory in brand engagement. Supported by international examples throughout, the textbook examines the role of AR/VR in retail experiences, the power of online communities and voice commerce, as well as the importance of good UX design. Crucially, it also delves into ethical considerations of the digital consumer landscape, including privacy and data concerns. Consumer Behaviour includes in-text learning features such as learning outcomes, key terms, a glossary and exercise questions to help develop critical thinking. It is supported by online resources of PowerPoint slides, videos and essay questions. This textbook is ideal for postgraduate students taking modules on Consumer Behaviour as part of their Marketing degrees.

Product Specifications

Brand: Kogan Page
Format: hardcover
ASIN: 1398618640
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 03 March 2025
Listed Since: 28 March 2024

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Kogan Page Consumer Behaviour: Understanding Consumers in a Digital Landscape

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