Consumer Behaviour and Promotion Management

Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P’s: price, product, promotion, and place. This book takes a strategic look at consumer behavior in order to guide successful marketing activities.
Print ISBN: 978-1-68251-283-8 | $ 145 | 2017 | Hardcover

Editor: Robert Cartland