This study book by Isabelle Szmigin offers a practical, actionable, and up-to-date guide to consumer behavior. In this edition, essential theories are made clear through international case studies that highlight different market situations. It is specifically intended for students and professionals who want a thorough understanding of consumer behavior.
Description
The book combines academic research with insights from leading marketing experts, with examples ranging from WWF’s use of behavioral science to the influence of social media algorithms on consumer behavior. Case studies are fully updated and cover topics such as consumer engagement during the pandemic, support for the Black Lives Matter movement, and the impact of textile waste in the fashion industry.
This third edition includes a new chapter on sustainable and ethical consumption and expanded coverage of digital consumption and online behavior. The Research Insights section has been improved with critical thinking questions to develop analytical skills.
In addition, the new, expanded e-book supports the learning process with practice material, video presentations, and a flashcard vocabulary list.
This book comes with additional teaching resources such as PowerPoint presentations, an instructor’s manual, case study databases, learning materials, and exam questions.
Product specifications
- Author: Isabelle Szmigin
- Publisher: Oxford University Press
- Publication date: 2022-05-16
- Number of pages: 616
- ISBN: 9780198862567
- Theme: Sales and marketing
- BISAC: BUSINESS & ECONOMICS / Sales & Selling / General