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Consumer Behavior

Name: Consumer Behavior
Brand: Springer, Berlin
SKU: 9783658394752
Price: 488.57 RON
Availability: InStock

Understanding Consumers- Designing Marketing Activities

Autor: Stefan Hoffmann, Payam Akbar

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Legare: Carte broșată

Editura: Springer, Berlin

Disponibilitate: În depozitul extern

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Detailed textbook with a focus on consumer behavior research This textbook addresses the central que...

Informații despre carte

Autor

Stefan Hoffmann, Payam Akbar

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2023

Pagini

187

EAN

9783658394752

Enbook ID

41536417

Editura

Springer, Berlin

Greutate

326

Dimensiuni

168 x 240

Descriere completă

Detailed textbook with a focus on consumer behavior research This textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process. For this purpose, it takes a look at the focus of consumer behavior and market research. In the course of this, the work conveys the basics of consumer behaviour in a comprehensible and clear language. Why is the shopping cart fuller than planned? Why does everyone want the latest smartphone so badly? The authors Stefan Hoffmann and Payam Akbar address the following topics in their book "Consumer Behaviour":They begin with the understanding of the term and briefly outline the theoretical as well as methodological approach to consumer behaviour.They then discuss influences on consumer behaviour, which take place first and foremost within us: Motivation, emotion and cognition as well as attitude and decision.They then show that behaviour differs systematically between different consumer groups. For this purpose, they consider influences from the social, physical and media environment.At the end of the consumer behavior book, they illustrate how buying behavior is embedded in general societal developments and thus constantly changes over time. This second edition of the book has been revised and updated by the authors. Clear textbook for exam preparation with many practical aids The Consumer Behavior textbook is intended for students in the following disciplines: Business AdministrationPsychologyCommunications Related disciplines It follows a consistent didactic concept: as a reader, you observe the fictional characters Lea and Ben in numerous consumption situations. In this way, you get to know essential theories and models in a lively way and close to everyday life. The following elements also help you to quickly grasp and effectively learn the contents of the textbook "Consumer Behaviour":Case studiesDescriptions of relevant studiesQR codes to video content (e.g. videos and websites) This makes this book ideal for reviewing lectures and preparing for exams. At the end of each chapter you will find questions for self-monitoring and recommended reading.

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Consumer Behavior

Understanding Consumers- Designing Marketing Activities

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