Ayantunji Gbadamosi
Broschiertes Buch

Consumer Behaviour and Digital Transformation

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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 st...