Success in the business world is not strictly reliant on producing valuable and in-demand products. Without a proper understanding of the consumers that a business markets and sells their products to, a company’s accomplishments can quickly become failures.

Understanding Consumer Behavior and Consumption Experience discusses the indispensible value of understanding consumer activities and the crucial role they play in developing successful marketing strategies. Focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology, this book is a pivotal reference source for business managers, marketing executives, and graduate students interested in the relationship between consumer culture and businesses.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Brand Relationships
Consumer Emotions
Cross-Cultural Perceptions
Customer Vulnerability
Multicultural Marketing
Social Media
Virtual Markets

Reviews & Statements

A successful business does not just have a valuable good or service available for purchase; a successful business understands their customer base and is able to market specifically to them. This text book, geared towards business managers, marketing executives, and graduate students, connects consumer behavior to successful marketing strategies. The book has a consistent voice throughout and focuses on topics such as brand relationships, consumer emotions, vulnerable customers and social media. Each chapter begins with an abstract and introduction and then delves into more detailed coverage of the topic.

– ProtoView Book Abstracts (formerly Book News, Inc.)

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Editor/Author Biographies

Dr. Rajagopal is Professor of Marketing at EGADE Business School, Tecnologico de Monterrey (ITESM), Mexico City Campus and Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Fellow of the Chartered Management Institute, and Fellow of Institute of Operations Management, United Kingdom. He has been listed with biography in various international directories including Who’s Who in the World since 2008, and 2000 Outstanding Intellectual of the 21st Century published in 2009 by International Biographical Center, Cambridge UK. He offers courses on Competitor Analysis, Marketing Strategy, Advance Selling Systems, International Marketing, Services Marketing, New Product Development, and other subjects of contemporary interest to the students of undergraduate, graduate, and doctoral programs. Dr. Rajagopal holds Post-graduate and doctoral degrees in Economics and Marketing respectively from Ravishankar University in India. His specialization is in the fields of Marketing Management, Rural Economic Linkages and Development Economics. He has to his credit 38 books on marketing management and rural development themes and over 400 research contributions that include published research papers in national and international refereed journals. He is Editor-in-Chief of International Journal of Leisure and Tourism Marketing, International Journal of Business Competition and Growth, International Journal of Built Environment and Asset Management, and Regional Editor of Emerald Emerging Markets Case Studies. He is also member of editorial board of various journals of international repute. Dr. Rajagopal is a management educator, trainer and researchers of international repute. He has been a prestigious member of the National System of Investigators in Mexico since 2004 and has been conferred the highest recognition of National Researcher- SNI Level-3 by the National Council of Science and Technology, Government of Mexico in September 2012.

Raquel Castaño is a professor of Marketing and Consumer Behavior at EGADE Business School, Tecnológico de Monterrey in Mexico. She has been a full-time professor at that institution since 1997, serving as Director of the Master in Marketing (2007-2013), Associate Director of the Undergraduate Marketing Program (1997-2000), and currently, as Director of the EGADE Business School site at Monterrey. Her research interest centers on the roles of emotion and cognition in consumer decision making and in the adoption of new products, and her research has been published, inter alia, in the Journal of Marketing Research and the Journal of Consumer Psychology. She is a member of the Mexican National System of Researchers (Sistema Nacional de Investigadores) and has received distinctions and honors for her teaching and research, including from Tecnológico de Monterrey and the American Marketing Association (AMA). In the Mexican corporate sector, she has worked extensively in the areas of market research, brand management, and strategic marketing consultancy. Raquel Castaño González earned her PhD in Marketing (2004) at Tulane University (USA) and a Master’s degree in Management (2003) at the same institution. From Tecnológico de Monterrey (Mexico), she obtained a Master’s degree in Marketing (1999), a Master’s degree in Administration (1991), and a BA in Marketing (1983).

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