The Psychology of Consumer Profiling in a Digital Age

Business & Finance
Cover of the book The Psychology of Consumer Profiling in a Digital Age by Barrie Gunter, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Barrie Gunter ISBN: 9781317340096
Publisher: Taylor and Francis Publication: May 5, 2016
Imprint: Routledge Language: English
Author: Barrie Gunter
ISBN: 9781317340096
Publisher: Taylor and Francis
Publication: May 5, 2016
Imprint: Routledge
Language: English

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 definitions of market segments.

The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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 definitions of market segments.

The Psychology and Consumer Profiling in a Digital Age examines how this field of ‘psychographics’ has evolved, the different approaches to psychological segmentation of consumers, the different ways in which it has been applied in consumer marketing settings, and whether psychographics works. It draws upon research from around the world and incorporates its analysis of the use of psychographics with an examination of major shifts in marketing in a digital and global era.

More books from Taylor and Francis

Cover of the book The Chinese Zheng Zither by Barrie Gunter
Cover of the book The Social Impact of Modern Biology by Barrie Gunter
Cover of the book The Politics and Economics of Power by Barrie Gunter
Cover of the book The Chinese Macroeconomy and Financial System by Barrie Gunter
Cover of the book George Eliot and Schiller by Barrie Gunter
Cover of the book African Languages, Development and the State by Barrie Gunter
Cover of the book Power of the Talking Stick by Barrie Gunter
Cover of the book Sexuality and Equality Law by Barrie Gunter
Cover of the book Contemporary and Emergent Theories of Agrammatism by Barrie Gunter
Cover of the book The Trial of Jeanne d'Arc (Routledge Revivals) by Barrie Gunter
Cover of the book Tools for Transforming Trauma by Barrie Gunter
Cover of the book Architect's Legal Pocket Book by Barrie Gunter
Cover of the book American Families and the Future by Barrie Gunter
Cover of the book A Constructionist Clinical Psychology for Cognitive Behaviour Therapy by Barrie Gunter
Cover of the book Unended Quest by Barrie Gunter
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy