Strategic Insights for the Modern Marketer Chan, Eugene Y. creator author. aut http://id.loc.gov/vocabulary/relators/aut SpringerLink (Online service) text sz 2024 1st ed. 2024. monographic eng

electronic

electronic resource

access XXI, 267 p. 1 illus. online resource. “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. . 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. by Eugene Y. Chan. Consumer behavior branding marketing Marketing research Business intelligence Marketing Consumer Behavior Branding Market Research and Competitive Intelligence Marketing HF5415.32-.34 9783031509476 https://doi.org/10.1007/978-3-031-50947-6 https://doi.org/10.1007/978-3-031-50947-6 240222 20260319152501.0 978-3-031-50947-6