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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
Understanding the Emergence of Digital Native’s Behavior 11
updates are important for one-to-one marketing and establishing connections. These two ele-
ments together provide the most current and relevant insights. This data also helps companies
in promotions, communication, and maintaining relationship with consumers. The current con-
sumers have moved from the “share of wallet” to “share of heart”. They live away from their
family but are always emotionally connected with them through digital channels. The consum-
ers look for the same “emotive connections” from companies as well. This new orientation has
completely changed the business orientation and environment in India. The best example would
be HOG (Harley Owners Group). These communities ...
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Publisher Resources

ISBN: 9789353941468