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Handbook of research on managing and influencing consumer behavior
Book

Handbook of research on managing and influencing consumer behavior

Hans Ruediger Kaufmann, IGI Global and Abhijit Sengupta
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series, Business Science Reference
2015
DOI: https://doi.org/10.4018/978-1-4666-6547-7

Abstract

Beziehungsmarketing Consumer behavior Consumer-brand relationship Customer centric marketing Customer knowledge management Customer relationship management Electronic commerce Knowledge management Konsumentenverhalten Marketing research Marketingforschung Marketingmanagement Verbraucherverhalten
"This book discusses the importance of understanding and implementing customer knowledge management and customer relationship management into everyday business workflows and highlighting the changes that the Internet and social media have brought to consumer behavior"--

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