04762nam a22005535i 4500 978-3-031-50947-6 DE-He213 20260319152501.0 cr nn 008mamaa 240222s2024 sz | s |||| 0|eng d 9783031509476 978-3-031-50947-6 10.1007/978-3-031-50947-6 doi HF5415.32-.34 JMJ bicssc BUS016000 bisacsh JMJ thema Chan, Eugene Y. author. aut http://id.loc.gov/vocabulary/relators/aut 71562 Consumer Behavior in Practice [electronic resource] : Strategic Insights for the Modern Marketer / by Eugene Y. Chan. 1st ed. 2024. Cham : Springer Nature Switzerland : Imprint: Palgrave Macmillan, 2024. XXI, 267 p. 1 illus. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Introduction to this Text -- PART 1 -- Chapter 1: Consumer Decision Making Strategies -- PART 2 -- Chapter 2: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury Consumer Behavior -- Chapter 7: Digital Consumer Behavior -- Chapter 8: The Ideological Consumer -- Chapter 9: Cross-Cultural Consumer Behavior -- PART 4 -- Chapter 10: Consumer Behavior in the Sharing Economy -- Chapter 11: Sustainable Consumer Decision-Making -- Chapter 12: Consumer Behavior During a Brand Crisis -- PART 5 -- Consumer Behavior in the Future. “In his new book, Eugene Chan finally unlocks the full potential of consumer psychology for marketing practice. Jargon can get in the way of appreciating this discipline’s usefulness, but the author distills the concepts in a simple but compelling way while demonstrating applicability. The result is a book that will resonate with anyone whose aim is to influence modern consumers.”– François Carrillat, Professor of Marketing Department, Griffith Business School, Griffith University, Australia “For both marketing students and practitioners who have struggled to master what consumers think, feel, and do in practice, this book is a must-read. The book provides a comprehensive compilation of theories and case-in-point practices on consumer behavior in modern marketing.” – Liem Viet Ngo, Editor-in-Chief of Australasian Marketing Journal and Associate Professor of Marketing, UNSW Sydney, Australia Aimed at marketing students and practitioners, this book places less emphasis on theory but, instead, helps readers to understand why their customers are acting in a certain way or why their marketing activities or initiatives are not (or are) working out. The text examines the relevance of consumer behavior in such marketing topics as advertising and pricing, with topical chapters such as the sharing economy, luxury consumer behavior, and the ideological consumer. Each chapter includes boxes that highlight theory in greater depth; show how the concepts discuss “work” in actual practice; and the relevance of digital and social media marketing. This book will prove useful to those looking for a greater understanding of how consumer behavior provides greater insight about marketing activities. Eugene Chan is an Associate Professor of Marketing in the Ted Rogers School of Management at Toronto Metropolitan University, Canada. He uses experimental and survey methods and draws on theories from diverse disciplines in the social sciences to study how consumers make choices, judgments, and decisions in the marketplace, in organizations, and in society. He is co-author of an undergraduate textbook on consumer behavior focused on Australia and the Asia-Pacific. . Consumer behavior. 57391 branding marketing 58950 Marketing research. 57888 Business intelligence. 57215 Marketing. 521 Consumer Behavior. 57391 Branding. 64224 Market Research and Competitive Intelligence. 68642 Marketing. 521 SpringerLink (Online service) Springer Nature eBook Printed edition: 9783031509469 Printed edition: 9783031509483 Printed edition: 9783031509490 https://doi.org/10.1007/978-3-031-50947-6 ZDB-2-BUM ZDB-2-SXBM 57808 57808