Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments

Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments

Giuseppe Granata (University of Cassino and Southern Lazio, Italy), Andrea Moretta Tartaglione (University of Cassino and Southern Lazio, Italy) and Theodosios Tsiakis (Alexander Technological Educational Institute of Thessaloniki, Greece)
Release Date: May, 2019|Copyright: © 2019 |Pages: 413
DOI: 10.4018/978-1-5225-7856-7
ISBN13: 9781522578567|ISBN10: 1522578560|EISBN13: 9781522578574|ISBN13 Softcover: 9781522593430
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Description & Coverage
Description:

Global economic scenarios are increasing in complexity due to the recent global financial crisis, globalization, the evolution of ICT, and the changing behaviors of consumers. This has made it difficult to predict trends and build strategies within the retail industry. As a result, long-term forecasts and schedules are not possible, and more research is needed to explore today’s consumer profile and set the frameworks for future recovery strategies.

Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments is a pivotal reference source that provides practical insights into improving the understanding of complex retail environments and consumer shopping behaviors in order to predict trends and develop strategies for retailers in times of economic crisis. While highlighting topics such as consumer engagement, industry models, and market globalization, this publication explores qualitative and quantitative methods of interest and the multidisciplinary approaches revolving around the industry. This book is ideally designed for marketers, managers, practitioners, retail professionals, academicians, researchers, and students seeking current research on relationship marketing, digital marketing, service management, and complexity theories.

Coverage:

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

  • Complexity Theories
  • Consumer Behavior
  • Customer Engagement
  • Digital Marketing
  • E-Commerce Research
  • Industry Models
  • Macroeconomic Environment
  • Market Globalization
  • Relationship Marketing
  • Service Management
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