Rigorous marketing science approach: Equips readers with empirical research and behavioral analysis skills
Practical exercises and case studies: Enables hands-on application and reflection in real-world marketing scenarios
New content on AI and digital advertising: Keeps readers updated on current trends and technologies
High-impact research and key papers: Provides accessible insights and examples for deeper understanding
Student-friendly tools: Includes clear learning objectives, chapter overviews, and summaries to support learning
Summarized by Shop
Moving beyond traditional psychological approaches, this book takes a rigorous marketing science perspective that emphasizes empirical research, behavioural explanations, and the powerful role of habit in decision-making. You will develop the analytical skills needed to use and criticize ideas, applying quantitative methods to real-world
