The Psychology of Consumer Profiling in a Digital Age

ISBN-13: 9781138340749 / Angielski / Miękka / 2018 / 258 str.

Barrie Gunter

Opis

This book 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.

Recenzje

"This excellent volume provides an up-to-date overview of the current state in consumer profiling. I highly recommend the book to students, teachers and all those interested in current developments in consumer research and marketing." --Dirk vom Lehn, King's College London, UK

O autorze

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.