Marketing and Psychology
Understanding Customer Behaviour with the ABC Approach
This book explores how consumers behave by summarising relevant psychological theories and showing how these can be applied to marketing activities in practice. Exploring why we make purchases and how effective digital marketing can be, the book examines the psychological processes of decision-making relating to consumer behaviour.
janvier 2026, env. 264 pages, Anglais
Taylor and Francis
978-1-032-89116-3
Taylor and Francis
978-1-032-89116-3