| 000 | 03777nam a22005655i 4500 | ||
|---|---|---|---|
| 001 | 978-981-97-3454-2 | ||
| 003 | DE-He213 | ||
| 005 | 20251030112247.0 | ||
| 007 | cr nn 008mamaa | ||
| 008 | 240531s2024 si | s |||| 0|eng d | ||
| 020 |
_a9789819734542 _9978-981-97-3454-2 |
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| 024 | 7 |
_a10.1007/978-981-97-3454-2 _2doi |
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| 050 | 4 | _aHF5415.1265 | |
| 072 | 7 |
_aKJS _2bicssc |
|
| 072 | 7 |
_aBUS090010 _2bisacsh |
|
| 072 | 7 |
_aKJSG _2thema |
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| 100 | 1 |
_aPellegrino, Alfonso. _eauthor. _4aut _4http://id.loc.gov/vocabulary/relators/aut _977979 |
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| 245 | 1 | 0 |
_aDecoding Digital Consumer Behavior _h[electronic resource] : _bBridging Theory and Practice / _cby Alfonso Pellegrino. |
| 250 | _a1st ed. 2024. | ||
| 264 | 1 |
_aSingapore : _bSpringer Nature Singapore : _bImprint: Springer, _c2024. |
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| 300 |
_aXII, 149 p. 8 illus., 7 illus. in color. _bonline resource. |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 347 |
_atext file _bPDF _2rda |
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| 505 | 0 | _aEvolution of Marketing -- Digital Marketing: Overview and Evolutions -- Consumer Perceptions. How Digital Marketing has Changed Consumer Perceptions -- Digital Consumption and Risks -- Consumer Expectations in the Digital Environment -- Memory: How it Works and How to Become "Unforgettable" in a Digital World -- Online Persuasive Communication and its Applications -- Social Comparison, Problems of Digital Consumption and its Implications -- Humanistic and Sustainable Marketing. Marketing 4.0 - a "Humanistic" Approach -- Experience at the Core: Digital Customer Experience and Customer Satisfaction. | |
| 520 | _aThis book is a call to adopt more ethical, sustainable, and consumer-focused approaches in the digital era. The focus on consumer perceptions and expectations in a digital context is particularly relevant, as it delves into the psychological and behavioral aspects of digital interactions. The chapters on digital consumption and risk, and memory in the digital world, are pivotal in understanding how digital mediums impact consumer choices and brand recall. Online persuasion, a key topic, explores ethical and effective strategies for influencing consumer behavior, emphasizing the importance of authenticity and trust. The discussion on social comparison and its implications in digital consumption underscores the psychological impact of digital platforms. The chapters on humanistic and sustainable marketing, and digital customer experience, reflect the growing importance of ethical, sustainable practices, and customer-centric approaches in building brand loyalty. The book is an essential guide for marketing professionals and students, offering a comprehensive understanding of the complex interplay between digital marketing strategies and consumer behavior. | ||
| 650 | 0 | _aTelemarketing. | |
| 650 | 0 |
_aInternet marketing. _959122 |
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| 650 | 0 |
_aAdvertising _xPsychological aspects. _977980 |
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| 650 | 0 |
_aConsumer satisfaction. _960599 |
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| 650 | 0 |
_aAdvertising. _948313 |
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| 650 | 1 | 4 | _aDigital Marketing. |
| 650 | 2 | 4 |
_aAdvertising Psychology. _977981 |
| 650 | 2 | 4 |
_aCustomer Satisfaction. _977982 |
| 650 | 2 | 4 |
_aAdvertising. _948313 |
| 710 | 2 | _aSpringerLink (Online service) | |
| 773 | 0 | _tSpringer Nature eBook | |
| 776 | 0 | 8 |
_iPrinted edition: _z9789819734535 |
| 776 | 0 | 8 |
_iPrinted edition: _z9789819734559 |
| 776 | 0 | 8 |
_iPrinted edition: _z9789819734566 |
| 856 | 4 | 0 | _uhttps://doi.org/10.1007/978-981-97-3454-2 |
| 912 | _aZDB-2-BUM | ||
| 912 | _aZDB-2-SXBM | ||
| 999 |
_c60363 _d60363 |
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