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Understanding Consumer Behavior and Consumption Experience (Advances in Marketing, Customer Relationship Management, and E-Services) - Hardcover

Rajagopal

 
9781466675186: Understanding Consumer Behavior and Consumption Experience (Advances in Marketing, Customer Relationship Management, and E-Services)
Hardcover
ISBN 10: 1466675187 ISBN 13: 9781466675186
Publisher: Idea Group,U.S., 2015

Synopsis

Success in the business world is not strictly reliant on producing valuable and in-demand products. Without a proper understanding of the consumers that a business markets and sells their products to, a company's accomplishments can quickly become failures. Understanding Consumer Behavior and Consumption Experience discusses the indispensible value of understanding consumer activities and the crucial role they play in developing successful marketing strategies. Focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology, this book is a pivotal reference source for business managers, marketing executives, and graduate students interested in the relationship between consumer culture and businesses.

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About the Author

Rajagopal, EGADE Business School, Tecnologico de Monterrey, Mexico.

Raquel Castaño, EGADE Business School, Tecnologico de Monterrey, Mexico.

"About this title" may belong to another edition of this title.

Publisher
Idea Group,U.S.
Publication date
2015
Language
English
ISBN 10 
1466675187
ISBN 13 
9781466675186
Binding
Hardcover
Number of pages
223
Editor
Castaño Raquel