The Psychology of Consumer Profiling in a Digital Age
Understanding how consumers choose between different products and services is a crucial part of professional marketing. Targeting brands at the consumers most likely to be interested in them is another critical aspect of business success. Marketers need to know what consumers think about brands, why they like them and what purposes they serve. This means delving into the psychology of the consumer to find ways of differentiating between consumers and matching brands to consumer niches at the level of consumers' relationships with brands. Using psychology to segment consumers has been regarded as a valuable adjunct to standard geo-demographic…
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Produktdetails
- ISBN: 978-1-317-34010-2
- EAN: 9781317340102
- Produktnummer: 20179636
- Verlag: Taylor & Francis Ltd.
- Sprache: Englisch
- Erscheinungsjahr: 2016
- Seitenangabe: 264 S.
- Plattform: PDF
- Masse: 1'153 KB
- Abbildungen: 4 schwarz-weiße Tabellen
Über den Autor
Barrie Gunter is Emeritus Professor, University of Leicester, UK where he was formerly a Professor of Mass Communication and Head of the Department of Media and Communication. A psychologist by training who has also worked in broadcasting as an audience researcher, he has written nearly 60 books on media, marketing and management.
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