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  • Sách/Book

  • Customer Engagement in Theory and Practice: A Marketing Management Perspective

    • Authors: Żyminkowska, Katarzyna (2019)

  • An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.
  • Sách/Book

  • Consumer behaviour and analytics

    • Authors: Smith, Andrew (2024)

  • The 2nd edition of Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and artificial intelligence, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision-making. Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint
  • Sách/Book

  • Consumer behaviour : buying, having, being

    • Authors: Solomon, Michael R (2023)

  • Learners are provided with a balanced look of the complexity of consumer behaviour theory with the need to make sense of the concepts for the real world. The ideas prese
  • Sách/Book

  • Consumers and food: Understanding and shaping consumer behaviour

    • Authors: Martinez, Marian Garcia (2023)

  • This collection reviews the wealth of research in understanding consumer food-purchasing behaviour and what this means for farmers, food manufacturers, retailers and policy makers seeking to produce healthier food in a more sustainable way"
  • Sách/Book

  • Contemporary issues in marketing and consumer behaviour

    • Authors: Parsons, Elizabeth (2023)

  • This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation.
  • Sách/Book

  • Consumer behaviour

    • Authors: Hoyer, Wayne D (2021)

  • The authors recognise the critical links to areas such as marketing, public policy and ethics, and cover the importance of online consumer behaviour with content on how social media and evolving technologies are changing the way marketers understand consumers.