Understanding Consumer Behavior and Consumption Experience

By:

Rajagopal

Format:

Hardback

Series:

Advances in Marketing, Customer Relationship Management, and E-Services

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Description

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.

Author Biography:

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

Release date Australia

January 30th, 2015

Author

Rajagopal

Audience

Professional & Vocational

Contributor

Edited by Raquel Castano

Pages

223

Series

Advances in Marketing, Customer Relationship Management, and E-Services

Dimensions

152x229x19

ISBN-13

9781466675186

Product ID

23651863

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