Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
- ISBN-10
- 1466673583
- ISBN-13
- 9781466673588
- Category
- Business & Economics
- Pages
- 2214
- Language
- English
- Published
- 2014-12-31
- Publisher
- IGI Global
- Authors
- Management Association, Information Resources
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.
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