Alfred Street (University of Auckland Store)
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Consumer Behaviour
Paperback Edition: 3
This highly-practical and engaging textbook balances cutting-edge research with insights from today's marketing professionals making it the ideal guide for anyone studying consumer behaviour.
Industry-leading consumer experts offer a glimpse of what it's like to be a marketer, and how integral consumer behaviour theory is to
their everyday roles - for example, explaining how WWF is using behavioural science to help humanity's fight against climate change, and how social media algorithms are pushing the creation of increasingly emotive content. In addition, the case studies and consumer insights features have been extensively revised and now cover topics such as consumer engagement during a pandemic, big brand support of the Black Lives Matter movement, and textile waste in the fashion industry./p> This third edition reflects the very latest research with a new chapter on sustainable and ethical consumption, and updated coverage of digital consumption and online consumer behaviour. An enhanced Research Insights feature now includes new critical thinking questions to help readers develop their analytical mindset.
Pages : 616
Publisher : Oxford University Press
Publication date : 2022-08-16
Subjects: Non-fiction, Business / Law, Marketing, Sales & Marketing Management