Electronic Reserves

Consumer psychology is complex, being asymmetric and uncertain. It takes a long time to develop an attitude on any consumer perceptions. Building attitude in the marketplace is often more impulsive than judgmental and is largely determined by the pressure of consumer needs and available choices. Traditional consumption practice is often...

Ranging from the essentials of e-commerce to more traditional marketing approaches, this book tells you everything that you need to know about the aims and techniques of marketing in the 21st century.

Faced with constant changes in consumer behavior, marketers are seeking various tools to promote and market their brands. Among those tools, the most impactful is consumer-generated content (CGC). CGC is viewed as consumers' vote of confidence, which is a form of social proof. CGC allows consumers to be involved with...