New Consumer Behavior Theories from Japan
-
- Hardcover ausgewählt
- Taschenbuch
- eBook
-
Sprache:Englisch
Fr. 201.00
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
21.04.2021
Verlag
Springer SingaporeSeitenzahl
212
Maße (L/B/H)
24.1/16/1.8 cm
Gewicht
506 g
Auflage
1st ed. 2021
Sprache
Englisch
ISBN
978-981-16-1126-1
With the advent of the widespread use of the Internet, however, the situation has changed. Consumers whose information sensitivity is high (i.e., among leading-edge consumers) now use the Internet to search for information even for low-involvement products. The consumers’ decision-making process depends therefore on their information sensitivity, not on the involvement level of the products. Also, these leading-edge consumers become in effect another type of media as they broaden their experience through the Internet.
Under these circumstances, research about leading-edge consumers and the introduction of a new CDM is highly significant. This book gathers data about leading-edge consumers, analyzes these data, then proposes a new type of CDM called “circulation marketing”. Following this model, not only the previous types of CDM, but also the new kind of CDM, including share behavior of leading-edge consumers, is explained.
Kundinnen und Kunden meinen
Verfassen Sie die erste Bewertung zu diesem Artikel
Helfen Sie anderen Kund*innen durch Ihre Meinung