Consumer behaviour and digital transformation

By:

Gbadamosi, Ayantunji

Material type: Text

TextSeries: Business and Digital TransformationPublication details: Routledge Oxan 2024Description: xvii, 363 pISBN:

9781032149769

Subject(s):

DDC classification:

658.8342 GBA

Summary: 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 McDonald’s to the digital transformation of SMEs. 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 PowerPoint slides and a test bank. (https://www.routledge.com/Consumer-Behaviour-and-Digital-Transformation/Gbadamosi/p/book/9781032149769?srsltid=AfmBOopl9GhJR4bSJ1AhxXIkaaaHK1XQ7eh6G15L3eRbMIo5bC5FEQpo)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8342 GBA (Browse shelf(Opens below))	1	Available		006913

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Previous	658.8342 BLA Consumer behavior	658.8342 CUR Consumer expectations: micro foundations and macro impact	658.8342 DIX Consumer behaviour in hospitality and tourism	658.8342 GBA Consumer behaviour and digital transformation	658.8342 GUP How people buy online:	658.8342 HAR Human-driven experience: the battle for trust in the digital age	658.8342 HAW Consumer Behavior: building marketing strategy	Next

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 McDonald’s to the digital transformation of SMEs. 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 PowerPoint slides and a test bank.

(https://www.routledge.com/Consumer-Behaviour-and-Digital-Transformation/Gbadamosi/p/book/9781032149769?srsltid=AfmBOopl9GhJR4bSJ1AhxXIkaaaHK1XQ7eh6G15L3eRbMIo5bC5FEQpo)

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