Handbook of Research on Leveraging Consumer Psychology for Effective Customer Engagement (Hardcover) (ISBN-13: 9781522507468)

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.

Author: Norazah Mohd Suki
ISBN-10: 1522507469
ISBN-13: 9781522507468
Publisher: Business Science Reference
Language: English
Published: 07/22/2016
Pages: 408
Format: Hardcover
Weight: 2.71lbs
Size: 11.00h x 8.50w x 0.94d