Consumer Behaviour: Understanding Consumers in a Digital Landscape

With this textbook, students will learn the concepts, theories and processes of consumer behaviour and how to apply them in a digitalized and competitive business landscape.

Consumer Behaviour combines theoretical underpinnings with real—world practice to provide comprehensive, up—to—date coverage of the subject. It explores how consumer behaviour has evolved with the impact of technology, personalization and sustainability on perception and decision—making. This textbook is ideal for post...