Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications (4 Volumes)
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Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications (4 Volumes)

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Release Date: December, 2014|Copyright: © 2015 |Pages: 2215
DOI: 10.4018/978-1-4666-7357-1
ISBN13: 9781466673571|ISBN10: 1466673575|EISBN13: 9781466673588
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Description & Coverage
Description:

As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential.

Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Advertising
  • Brand Management
  • Consumer Behavior
  • Consumer Culture
  • Customer Relationship Management
  • E-Commerce
  • M-Commerce
  • Online Merchandising
  • Transcultural Marketing
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