Name: Consumer Behaviour and Digital Transformation (en Inglés)
SKU: 55988214
Price: 56.04 USD
Availability: InStock
Author: Ayantunji Gbadamosi

portada Consumer Behaviour and Digital Transformation (en Inglés)

Consumer Behaviour and Digital Transformation (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Ayantunji Gbadamosi

Idioma

Inglés

N° páginas

382

Encuadernación

Tapa Blanda

ISBN13

9781032149769

N° edición

Consumer Behaviour and Digital Transformation (en Inglés)

Ayantunji Gbadamosi (Autor) · Routledge · Tapa Blanda

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Reseña del libro "Consumer Behaviour and Digital Transformation (en Inglés)"

This comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked.Key learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students' learning. Each chapter includes 'pause, plan, and practice (PPP)' activities, as well as real-life case studies exploring digital consumption, digital consumer experiences, and digital trends across industries, from global companies such as Nike and McDonald's to the digital transformation of SMEs. Combining a thorough examination of traditional theory with a fresh approach to the impact of digital transformation on consumer behaviour, this textbook should be core reading for advanced undergraduate and postgraduate students studying Consumer Behaviour, Consumer Psychology, Customer Experience Management, and Digital Marketing.This book will be accompanied by online resources for the use of instructors, including PowerPoint slides and a test bank.