£49.41

MACMILLAN Consumer Behavior in Practice: Strategic Insights for the Modern Marketer

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£49.41 £21.89 £27.89 £33.90 £39.90 £45.91 £51.91 05 April 2026 27 April 2026 20 May 2026 11 June 2026 04 July 2026

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Description

Aimed 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.

Key Features

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Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
03 April 2024
Listed Since
30 March 2024

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