Lets Get Engaged Crossing The Threshold Of Marketings Engagement Era

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Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

Author : Michael W. Obal
Publisher : Springer
ISBN 13 : 3319118153
Total Pages : 896 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era by : Michael W. Obal

Download or read book Let's Get Engaged! Crossing the Threshold of Marketing’s Engagement Era written by Michael W. Obal and published by Springer. This book was released on 2015-12-12 with total page 896 pages. Available in PDF, EPUB and Kindle. Book excerpt: Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2014 Academy of Marketing Science (AMS) Annual Conference held in Indianapolis, Indiana, entitled Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. The volume includes manuscripts relevant to marketing strategy, consumer behaviour, quantitative modelling, among others.

The Palgrave Handbook of Interactive Marketing

Author : Cheng Lu Wang
Publisher : Springer Nature
ISBN 13 : 3031149610
Total Pages : 1070 pages
Book Rating : 4.0/5 (311 download)

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Book Synopsis The Palgrave Handbook of Interactive Marketing by : Cheng Lu Wang

Download or read book The Palgrave Handbook of Interactive Marketing written by Cheng Lu Wang and published by Springer Nature. This book was released on 2023-01-25 with total page 1070 pages. Available in PDF, EPUB and Kindle. Book excerpt: Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world. This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system. This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices. Chapter 41 “Ethical Considerations in Gamified Interactive Marketing Praxis” is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1522551883
Total Pages : 1723 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1723 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Business-to-Business Marketing

Author : Richard Afriyie Owusu
Publisher : CRC Press
ISBN 13 : 0429535414
Total Pages : 400 pages
Book Rating : 4.4/5 (295 download)

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Book Synopsis Business-to-Business Marketing by : Richard Afriyie Owusu

Download or read book Business-to-Business Marketing written by Richard Afriyie Owusu and published by CRC Press. This book was released on 2021-05-17 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies. The Authors Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.

Reengineering Corporate Communication

Author : Uwe Seebacher
Publisher : Springer Nature
ISBN 13 : 303103838X
Total Pages : 274 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Reengineering Corporate Communication by : Uwe Seebacher

Download or read book Reengineering Corporate Communication written by Uwe Seebacher and published by Springer Nature. This book was released on 2022-07-28 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria. The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360° view of the developments to be realized in the field of corporate communication. A “CC self-test” at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model. “Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications – remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it.” Heidi Eusebio, Strategist and Executive Director, Edelman "Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible. But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT.“ Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM

Advances in Digital Marketing and eCommerce

Author : Francisco J. Martínez-López
Publisher : Springer Nature
ISBN 13 : 3031318366
Total Pages : 314 pages
Book Rating : 4.0/5 (313 download)

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Book Synopsis Advances in Digital Marketing and eCommerce by : Francisco J. Martínez-López

Download or read book Advances in Digital Marketing and eCommerce written by Francisco J. Martínez-López and published by Springer Nature. This book was released on 2023-05-30 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Digital Marketing and eCommerce Conference aims to bring together leading researchers and research scholars to exchange and share their experiences and research results on any aspects of ecommerce and digital marketing. This volume presents the proceedings of the 2023 edition in a collection of contributions with many original approaches. They address diverse areas of application such as online brand communities, channel design, online retailing, cryptocurrencies, user-generated content, TikTok, among others. A wide variety of theoretical and methodological approaches have been used.

Ethics in Marketing

Author : Patrick E. Murphy
Publisher : Taylor & Francis
ISBN 13 : 1317235657
Total Pages : 198 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Ethics in Marketing by : Patrick E. Murphy

Download or read book Ethics in Marketing written by Patrick E. Murphy and published by Taylor & Francis. This book was released on 2016-12-13 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain. Ethics in Marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that companies face across the world. A hallmark of this book is its international dimension along with high-profile case studies that represent situations in European, North American, Chinese, Indian and South American companies. Well known multinationals like Coca Cola, Facebook, VISA and Zara are featured. This second edition of Ethics in Marketing has been thoroughly updated and includes new international cases from globally recognized organizations on gift giving, sustainability, retail practices, multiculturalism, sweat shop labor and sports sponsorship. This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics or marketing and society or it can be used as a supplement for other marketing classes.

Artificial Intelligence (AI) and Finance

Author : Bahaaeddin A. M. Alareeni
Publisher : Springer Nature
ISBN 13 : 3031391586
Total Pages : 981 pages
Book Rating : 4.0/5 (313 download)

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Book Synopsis Artificial Intelligence (AI) and Finance by : Bahaaeddin A. M. Alareeni

Download or read book Artificial Intelligence (AI) and Finance written by Bahaaeddin A. M. Alareeni and published by Springer Nature. This book was released on 2023-08-26 with total page 981 pages. Available in PDF, EPUB and Kindle. Book excerpt: Artificial intelligence (AI) has the potential to significantly improve efficiency, reduce costs, and increase the speed and accuracy of financial decision-making, making it an increasingly important tool for financial professionals. One way that AI can improve efficiency in finance is by automating tasks and processes that are time-consuming and repetitive for humans. For example, AI algorithms can be used to analyze and process large amounts of data, such as financial statements and market data, in a fraction of the time that it would take a human to do so. This can allow financial professionals to focus on higher-value tasks, such as interpreting data and making strategic decisions, rather than being bogged down by mundane tasks. AI can also reduce costs in finance by increasing automation and eliminating the need for certain tasks to be performed manually. This can result in cost savings for financial institutions, which can then be passed on to customers in the form of lower fees or better services. AI can be used to identify unusual patterns of activity that may indicate fraudulent behavior. This can help financial institutions reduce losses from fraud and improve customer security. AI-powered chatbots and virtual assistants can help financial institutions provide faster, more efficient customer service, particularly when it comes to answering common questions and handling routine tasks. Some financial institutions are using AI to analyze market data and make trades in real-time. AI-powered trading algorithms can potentially make faster and more accurate trading decisions than humans. In terms of speed and accuracy, AI algorithms can analyze data and make decisions much faster than humans, and can do so with a high degree of accuracy. This can be particularly useful in fast-moving financial markets, where quick and accurate decision-making can be the difference between success and failure. This book highlights how AI in finance can improve efficiency, reduce costs, and increase the speed and accuracy of financial decision-making. Moreover, the book also focuses on how to ensure the responsible and ethical use of AI in finance. This book is a valuable resource for students, scholars, academicians, researchers, professionals, executives, government agencies, and policymakers interested in exploring the role of artificial intelligence (AI) in finance. Its goal is to provide a comprehensive overview of the latest research and knowledge in this area, and to stimulate further inquiry and exploration.

Emotionalintelligenceandmarketing

Author : Prentice Catherine
Publisher : World Scientific
ISBN 13 : 9811203563
Total Pages : 228 pages
Book Rating : 4.8/5 (112 download)

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Book Synopsis Emotionalintelligenceandmarketing by : Prentice Catherine

Download or read book Emotionalintelligenceandmarketing written by Prentice Catherine and published by World Scientific. This book was released on 2019-06-06 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book discusses how businesses and marketers can deploy emotional intelligence as a marketing tool to co-produce service for enhancing customer experience and to co-create value for key stakeholders in the digitalised and service-dominant logic era. Whilst many competing emotional intelligence models are discussed in the literature, the current book will focus on the ability model. This model comprises 2 areas (experiential and strategic emotional intelligence) and four ability scopes (perceive emotions, use emotions, understand emotions and manage emotions). The marketing domains that are deemed relevant and included in this book are services marketing, relationship marketing and digital marketing. The relevant marketing models from these domains will be identified to be integrated with emotional intelligent strategies. Emotional Intelligence makes both employees and customers happy, committed and loyal. Emotional Intelligence makes businesses competitive and sustainable.

Strategic Marketing of Higher Education in Africa

Author : Emmanuel Mogaji
Publisher : Routledge
ISBN 13 : 1000027880
Total Pages : 234 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Strategic Marketing of Higher Education in Africa by : Emmanuel Mogaji

Download or read book Strategic Marketing of Higher Education in Africa written by Emmanuel Mogaji and published by Routledge. This book was released on 2020-01-20 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

Global Observations of the Influence of Culture on Consumer Buying Behavior

Author : Sarma, Sarmistha
Publisher : IGI Global
ISBN 13 : 1522527281
Total Pages : 375 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Global Observations of the Influence of Culture on Consumer Buying Behavior by : Sarma, Sarmistha

Download or read book Global Observations of the Influence of Culture on Consumer Buying Behavior written by Sarma, Sarmistha and published by IGI Global. This book was released on 2017-07-13 with total page 375 pages. Available in PDF, EPUB and Kindle. Book excerpt: Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field.

Digital Economy. Emerging Technologies and Business Innovation

Author : Mohamed Anis Bach Tobji
Publisher : Springer Nature
ISBN 13 : 3031170377
Total Pages : 225 pages
Book Rating : 4.0/5 (311 download)

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Book Synopsis Digital Economy. Emerging Technologies and Business Innovation by : Mohamed Anis Bach Tobji

Download or read book Digital Economy. Emerging Technologies and Business Innovation written by Mohamed Anis Bach Tobji and published by Springer Nature. This book was released on 2022-09-22 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book constitutes the proceedings of the 7th International Conference on Digital Economy, ICDEc 2022, which took place in Bucharest, Romania, in May 2022. The 15 full papers included in this volume were carefully reviewed and selected from 44 submissions. They were organized in topical sections as follows: Digitalization and COVID 19; digital business models for education and healthcare; IT user behavior and satisfaction; digital marketing; and digital transformation.

Theoretical Orientations and Practical Applications of Psychological Ownership

Author : Chantal Olckers
Publisher : Springer
ISBN 13 : 3319702475
Total Pages : 332 pages
Book Rating : 4.3/5 (197 download)

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Book Synopsis Theoretical Orientations and Practical Applications of Psychological Ownership by : Chantal Olckers

Download or read book Theoretical Orientations and Practical Applications of Psychological Ownership written by Chantal Olckers and published by Springer. This book was released on 2017-11-27 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book shares the theoretical advancements that have been made regarding psychological ownership since the development of the construct and specifically the practical applications within multi-cultural and cross-cultural environments. Enriched by empirical data and case studies by subject specialists in the field, this book serves as a cutting-edge benchmark for human resource management specialists, industrial psychologists, as well as students in positive organizational psychology and professionals in other fields. This book follows an in-depth view of the most recent research trends in psychological ownership. Offering practical tools of how the psychological ownership of employees could be developed in the workplace to not only enhance the performance of organisations, but to increase the commitment of employees and influence the intentions of skilled employees to remain with their organisations.

Sales Management for Improved Organizational Competitiveness and Performance

Author : Santos, José Duarte
Publisher : IGI Global
ISBN 13 : 1668434326
Total Pages : 392 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Sales Management for Improved Organizational Competitiveness and Performance by : Santos, José Duarte

Download or read book Sales Management for Improved Organizational Competitiveness and Performance written by Santos, José Duarte and published by IGI Global. This book was released on 2022-05-27 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the recent digital developments within marketing, the alignment between sales and marketing has become increasingly important as it has the potential to improve sales, customer relations, and customer satisfaction. The evolution of technology has also been promoting changes in the sales process, which provides new opportunities and challenges for enterprises at various levels. Sales Management for Improved Organizational Competitiveness and Performance highlights the influences of management, marketing, and technology on sales and presents trends in sales, namely the digital transformation that is taking place in organizations. The book also considers innovative concepts, techniques, and tools in the sales area. Covering a wide range of topics such as digital transformation, sales communication, and social media marketing, this reference work is ideal for managers, marketers, researchers, scholars, practitioners, academicians, instructors, and students.

Psychological Ownership and Consumer Behavior

Author : Joann Peck
Publisher : Springer
ISBN 13 : 3319771582
Total Pages : 263 pages
Book Rating : 4.3/5 (197 download)

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Book Synopsis Psychological Ownership and Consumer Behavior by : Joann Peck

Download or read book Psychological Ownership and Consumer Behavior written by Joann Peck and published by Springer. This book was released on 2018-05-02 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: This pathbreaking volume expands on the construct of psychological ownership, placing it in the contexts of both individual consumer behavior and the wider decision-making of consumer populations. An individual’s feeling of ownership toward a target represents the perception that something is “mine!”, and is highly relevant to buying and relating to specific goods, economic and health decision-making and, especially salient given today’s privacy concerns, psychological ownership of digital content and personal data. Experts analyze the social conditions and cognitive processes concerning shared consumer experiences and psychological ownership. Contributors also discuss possibilities for socially responsible forms of psychological ownership using examples from environmental causes, and the behavioral mechanisms involved when psychological ownership becomes problematic, as in cases of hoarding. Included among the topics: Evidence from young children suggesting that even legal ownership is fundamentally psychological. Ownership, the extended self, and the extended object. Psychological ownership in financial decisions. The intersection of ownership and design. Can consumers perceive collective psychological ownership of an organization? Whose experience is it, anyway? Psychological ownership and enjoyment of shared experiences. Psychological ownership as a facilitator of sustainable behaviors including stewardship. Future research avenues in psychological ownership. Psychological Ownership and Consumer Behavior pinpoints research topics and real-world issues that will define the field in the coming years. It will be especially useful in graduate classes in marketing, consumer behavior, policy interventions, and business psychology.

Advances in Crowdfunding

Author : Rotem Shneor
Publisher : Springer Nature
ISBN 13 : 3030463095
Total Pages : 543 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis Advances in Crowdfunding by : Rotem Shneor

Download or read book Advances in Crowdfunding written by Rotem Shneor and published by Springer Nature. This book was released on 2020 with total page 543 pages. Available in PDF, EPUB and Kindle. Book excerpt: This open access book presents a comprehensive and up-to-date collection of knowledge on the state of crowdfunding research and practice. It considers crowdfunding models and their different manifestations across a variety of geographies and sectors, and explores the perspectives of fundraisers, backers, platforms, and regulators. Gathering insights from a wide range of influential researchers in the field, the book balances concepts, theory, and case studies. Going beyond previous research on crowdfunding, the contributors also investigate issues of community, sustainability, education, and ethics. A vital resource for anyone researching crowdfunding, this book offers readers a deep understanding of the characteristics, business models, user-relations, and behavioural patterns of crowdfunding.

Young Consumer Behaviour

Author : Ayantunji Gbadamosi
Publisher : Routledge
ISBN 13 : 1351819054
Total Pages : 434 pages
Book Rating : 4.3/5 (518 download)

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Book Synopsis Young Consumer Behaviour by : Ayantunji Gbadamosi

Download or read book Young Consumer Behaviour written by Ayantunji Gbadamosi and published by Routledge. This book was released on 2017-11-22 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing. Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.