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Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Norazah Mohd Suki

301,85 €
IVA incluido
Consulta disponibilidad
Editorial:
IGI Global
Año de edición:
2016
Materia
Ventas y marketing
ISBN:
9781522507468
Páginas:
128
Encuadernación:
Rústica

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Sobre IBD

Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers and characteristics of the consumer decision-making process is vital for effective customer engagement in the global economy. The Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement provides current research on topics relevant to consumer beliefs, feelings, attitudes, and intentions and how best to utilize this research improving consumer appeal and relationships. Emphasizing critical topics in the field of consumer behavior research, this publication is a comprehensive resource for marketing professionals, managers, retailers, advertising executives, scholars, and graduate-level students in marketing, psychology, and MBA programs.

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