Understanding Consumer Behavior and Consumption Experience - Hardcover

Rajagopal; Castao, Raquel

Hardcover

ISBN 10: 1466675187 ISBN 13: 9781466675186

Publisher: Business Science Reference, 2015

Synopsis

Success in the business world is not strictly reliant on producing valuable and in-demand products. Without a proper understanding of the consumers that a business markets and sells their products to, a company’s accomplishments can quickly become failures. Understanding Consumer Behavior and Consumption Experience discusses the indispensible value of understanding consumer activities and the crucial role they play in developing successful marketing strategies. Focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology, this book is a pivotal reference source for business managers, marketing executives, and graduate students interested in the relationship between consumer culture and businesses.

About this title

About the Author

Dr. Rajagopal is Professor of Marketing at EGADE Business School, Tecnologico de Monterrey (ITESM), Mexico City Campus and Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Fellow of the Chartered Management Institute, and Fellow of Institute of Operations Management, United Kingdom. He has been listed with biography in various international directories including Whos Who in the World since 2008, and 2000 Outstanding Intellectual of the 21st Century published in 2009 by International Biographical Center, Cambridge UK. He offers courses on Competitor Analysis, Marketing Strategy, Advance Selling Systems, International Marketing, Services Marketing, New Product Development, and other subjects of contemporary interest to the students of undergraduate, graduate, and doctoral programs. Dr. Rajagopal holds Post-graduate and doctoral degrees in Economics and Marketing respectively from Ravishankar University in India. His specialization is in the fields of Marketing Management, Rural Economic Linkages and Development Economics. He has to his credit 38 books on marketing management and rural development themes and over 400 research contributions that include published research papers in national and international refereed journals. He is Editor-in-Chief of International Journal of Leisure and Tourism Marketing, International Journal of Business Competition and Growth, International Journal of Built Environment and Asset Management, and Regional Editor of Emerald Emerging Markets Case Studies. He is also member of editorial board of various journals of international repute.

Edition details

• Publisher: Business Science Reference
• Publication date: 2015
• Language: English
• ISBN 10: 1466675187
• ISBN 13: 9781466675186
• Binding: Hardcover
• Edition number: 1
• Number of pages: 303