Gbadamosi Ayantunji (University Of East London Uk) - Consumer Behaviour And Digital Transformation - Paperback

Binding: Paperback
Description: 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 Mc Donald's to the digital transformation of SM Es. 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 Power Point slides and a test bank.
Title: Consumer Behaviour And Digital Transformation
Author(s): Gbadamosi Ayantunji (University Of East London Uk)
Publisher: Taylor & Francis Ltd
Barcode: 9781032149769
Pages: 364 Pages, 15 Tables, Black And White; 53 Line Drawings, Black And White; 53 Illustrations, Black An
Publication Date: 3/11/2024
Series: Business and Digital Transformation
Category: Retail Sector