Descripción

The primary concern of this book is to help guide Masters students seeking insight into consumer behaviour. It is an educational tool devised for those participating in advanced marketing classes that makes use of empathy maps, buyer persona templates, perceptual maps and customer journey modelling. It has no other ambition but to assist in discussions and interactions. It should trigger self-reasoning, fuel decision-making based on rigorously designed thought techniques and encourage postgraduate students to play an active role when preparing for their classes and revising for exams, paving the path for them to become highly qualified marketers.

• Autor/es Díaz Meneses, Gonzalo (coord.)
• ISBN13 9788490424872
• ISBN10 849042487X
• Páginas 244
• Año de Edición 2023