February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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In Chapter 1 we introduced the notion of stakeholders having different levels of power and interest. Customers are your most important stakeholders and consumer behaviour is the largest area of research in marketing. This is reflected in the wide variety of models as identified in the seminal work of Jackson (2005b). A key point is: ‘Every time someone makes a decision about whether to purchase a service it has the potential to contribute to a more or less sustainable pattern of consumption.’
This part will start by laying the foundations of customers, ie who they are, their influences and behaviour. Then we’ll cover the way consumers behave in the digital world.
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