This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice. It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.
Psychology and Consumer Profiling in the Digital Age is concerned with the use of psychological theories and methods to segment consumers. Historically, as consumer markets have evolved, professional marketers have become more and more interested in how consumers think and behave. As product and…
Hardback – 2016-06-14
Routledge Studies in Marketing