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Advances In Consumer Analysis

Опубликовано на портале: 09-10-2003
Дисциплина: Advances In Consumer Analysis
Язык: Английский
Тематические разделы: Менеджмент, Маркетинг

The focus of Consumer Analysis is the consumption behaviour of people, thus the subject draws heavily from the behavioural science disciplines such as psychology and sociology. Consumer Analysis introduces participants to major concepts, research and issues that have relevance to consumer behaviour dynamics. These concepts are in a framework that can be applied to the analysis of the individual consumer and marketplace dynamics. Advances in Consumer Analysis is primarily concerned with exploring in-depth, specific theories and applications within the consumption process. In this course we look at the current trends in society and how they affect our understanding of marketing and consumer behaviour theories. In this subject we will examine changes in Marketing thought and practices with specific emphasis on product/brand management in the context of a ‘changing’ environment.. During the course we will focus on practical management aspects, exploring product positioning and naming issues and on issues such as brand rejection, share of the customer, restrictive consumption and the impact of computer and Internet technology on brand management.

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