Consumer Behavior Models (ePub)
The customer was conceptualized as an individual who was surrounded by products and messages and could make a choice between these products and messages, but now the customer can shape the products and messages that are directed to him with engagement by...
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The customer was conceptualized as an individual who was surrounded by products and messages and could make a choice between these products and messages, but now the customer can shape the products and messages that are directed to him with engagement by producing content. The customer not only participates in co-production in visible business processes but also through consumption produces identity, image, meaning, value and experience in the marketplace. This book hereby emerged out of the requirement of collecting theories about researching customer and its behaviors which changes with the interaction social media has created, which has a place to stay in relationship within the distances and timelessness created by speed incident to digitalization.
Hasret Aktas is Associate Professor at Selçuk University, Faculty of Communication, Public Relations and Publicity Department.
Göksel Simsek is Associate Professor at Selçuk University, Faculty of Communication, Public Advertising Department.
- 2020, Englisch
- Herausgegeben: Aktas Hasret Aktas
- Verlag: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
- ISBN-10: 3631812582
- ISBN-13: 9783631812587
- Erscheinungsdatum: 18.03.2020
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- Dateiformat: ePub
- Größe: 1.93 MB
- Mit Kopierschutz
- Vorlesefunktion
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