Taking a market segmentation approach, this latest edition of a respected text carefully balances consumer behaviour concepts, research and applied marketing examples.
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"The first generation that has grown up in a digital world is now in our university classrooms. They, their teachers, and their parents have been fundamentally affected by the digitization of text, images, sound, objects and signals. They interact socially, play games, shop, rea…
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Type: Book
The book brings together research that investigates how people experience products: durable, non-durable, or virtual. In contrast to other books, the present book takes a very broad, possibly all-inclusive perspective, on how people experience products. It thereby bridges gaps b…
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Type: Book
"Between tweets, likes, comments, blogs, videos and images, today's customer is estimated to generate 2.5 quintillion bytes of data per day. How can marketers utilize the ever-increasing amount of data to better understand and interact with their customers? This book offers advi…
"Do you know what your customers want? Renowned Marketing professor Niraj Dawar argues that most companies still look for competitive advantage where it used to be: through activities related to new product creation. But today's advantage comes from interactions of a different s…
"Daily existence is more interconnected to consumer behaviors than ever before, encompassing many issues of well-being. Problems include unhealthy eating; credit card mismanagement; alcohol, tobacco, pornography, and gambling abuse; marketplace discrimination; and ecological det…
