Publisher's Synopsis
The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows freely and brand loyalty becomes a coveted prize, understanding what motivates consumers to choose one brand over another is paramount. Navigating the Shifting Landscape of Consumer Behavior is an authoritative exploration of the dynamic interplay between consumers, brands, and the evolving digital environment. This book dives into the contemporary consumer behavior. The narrative reveals the phenomenon of brand activism as a significant force reshaping the marketing battlefield. No longer content to remain apolitical, brands are increasingly taking stances on pressing social and environmental issues. The book critically examines the dynamics of successful brand activism and explores customer reactions to companies championing social causes. The book illuminates the transformative trends of e-commerce, mobile shopping, and omnichannel strategies in digital retail. It scrutinizes how customers navigate the digital economy, the influence of social media on their decisions, and the ethical implications of data-driven marketing. Ethical considerations take center stage, addressing issues such as the ethical implications of artificial intelligence, corporate accountability in the digital environment, and the delicate balance between innovation and ethics. Navigating the Shifting Landscape of Consumer Behavior aspires to catalyze positive change. It provides a theoretical understanding and bridges the gap between theory and practice. The book incorporates real-world examples and practical tactics, making it an invaluable resource for marketing scholars, researchers, professionals, educators, and graduate students. The focus on ethical marketing practices, brand activism, and corporate responsibility contributes to current research by providing data-driven insights and addressing the ethical challenges of evolving marketing tactics.
