Business & Economics

Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications

Name: Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Author: Management Association, Information Resources
ISBN: 9781466673588

by Management Association, Information Resources

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Overview

... attractive (versus less attractive) model. 4. Are age, gender, and materialism affecting the influence of using physical attractive (versus less attractive) models in advertising to children? Heyman and Gelman (2000) proposed that when ...

Synopsis

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.