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Books > Business & Economics > Business & management > Sales & marketing > Market research
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The Routledge Companion to Consumer Behavior (Paperback)
Loot Price: R1,909
Discovery Miles 19 090
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The Routledge Companion to Consumer Behavior (Paperback)
Series: Routledge Companions in Marketing, Advertising and Communication
Expected to ship within 12 - 19 working days
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The key to marketing is understanding and satisfying consumer
needs, thus a knowledge of consumer behavior is essential to any
organization dealing with customers, users, or clients. This book
promises to be a contemporary classic. It brings together an
international set of scholars, many of whom are "household names",
to examine the diverse approaches to consumer behavior topics. The
editors employ a micro to macro structure, dividing each topic into
three parts: one reflecting foundational work, one focused on
emerging trends, and one covering practical applications. Each part
examines the relationship between consumer behaviour and
motivation, including well-being, gender, social class, and more,
and concludes with practitioner perspectives on the challenges and
opportunities that come with understanding customers. Readers will
gain insight into how drives that are constantly in flux relate to
other aspects of human cognition and behavior, allowing them to
reach customers successfully, and to meet their needs. With
contributions from leading scholars, including Sidney Levy and
Jagdish Sheth, this volume sets the standard as the most
comprehensive, cutting-edge resource on the subject of consumer
behavior. Students of consumer behaviour and marketing will find
this a useful exploration of a fast-moving field, fundamental to
the welfare of companies, government, non-profits, and consumers.
It will also benefit new and established academic researchers as
well as practitioners who want to stay on top of current knowledge.
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