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Handbook of Research on Contemporary Consumerism (Advances in Marketing, Customer Relationship Management, and E-Services) (en Inglés)
Hans Ruediger Kaufmann
(Ilustrado por)
·
Mohammad Fateh Ali Khan Panni
(Ilustrado por)
·
Business Science Reference
· Tapa Dura
Handbook of Research on Contemporary Consumerism (Advances in Marketing, Customer Relationship Management, and E-Services) (en Inglés) - Kaufmann, Hans Ruediger ; Panni, Mohammad Fateh Ali Khan
377,10 €
396,95 €
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Reseña del libro "Handbook of Research on Contemporary Consumerism (Advances in Marketing, Customer Relationship Management, and E-Services) (en Inglés)"
Societal marketing has gained widespread recognition in the marketing discipline both in academia and the professional industry. The Handbook of Research on Contemporary Consumerism is an essential reference source that provides an in-depth understanding on the various aspects and issues of consumerism and reveals the critical success factors and conceptual and theoretical frameworks of these concepts from recent contexts and perspectives. Additionally, it examines the impact of identity on marketing and branding from the consumerist perspective, discusses consumerism as a source of innovation and product development, and provides insights on consumerism and profitability. Featuring research on topics such as circular economy, digital marketing, and social media, this book is ideally designed for practitioners, managers, marketers, academic researchers, and students.
