Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement

Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement by , IGI Global
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Author: ISBN: 9781522507482
Publisher: IGI Global Publication: July 22, 2016
Imprint: Business Science Reference Language: English
Author:
ISBN: 9781522507482
Publisher: IGI Global
Publication: July 22, 2016
Imprint: Business Science Reference
Language: English
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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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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