Barrie Gunter

The Psychology of Consumer Profiling in a Digital Age (eBook, PDF)

• Format: PDF

Produktbeschreibung

The Psychology and Consumer Profiling in a Digital Age examines how the 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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 264
• Erscheinungstermin: 5. Mai 2016
• Englisch
• ISBN-13: 9781317340102
• Artikelnr.: 45093446

Autorenporträt

Barrie Gunter is Emeritus Professor, University of Leicester, UK where he was formerly a Professor of Mass Communication and Head of the Department of Media and Communication. A psychologist by training who has also worked in broadcasting as an audience researcher, he has written nearly 60 books on media, marketing and management.