Diane M. Phillips – författare

The new edition of Consumer Behavior & Insights by Diane M. Phillips introduces an innovative approach to teaching consumer behavior by building on traditional psychological, sociological, and behavioral frameworks to embrace the practical implications and insights of those frameworks. Without sacrificing scholarly depth, it incorporates emerging research in areas such as neuromarketing, sustainability, and artificial intelligence, reflecting the evolving landscape of consumer research.Key features include updated case studies in every chapter, offering fresh insights into a variety of global, real-world applications. The text also offers timely insights from the field, the executive suite, and academia to provide students with a 360o view of how consumer research is generated and how it can be applied. Importantly, the text showcases a wide range of consumption situations, cultural backgrounds, and viewpoints. In its entirety, these features make theoretical concepts and models engaging and relatable, inviting students to dig deeper and to think like practitioners.This edition is designed to meet the needs of undergraduate and postgraduate students, as well as professionals in marketing, business, and related fields. It serves as an essential resource for anyone seeking to deepen their understanding of consumer behavior and its practical applications in today’s dynamic, global marketplace.

The new edition of Consumer Behavior & Insights by Diane M. Phillips introduces an innovative approach to teaching consumer behavior by building on traditional psychological, sociological, and behavioral frameworks to embrace the practical implications and insights of those frameworks. Without sacrificing scholarly depth, it incorporates emerging research in areas such as neuromarketing, sustainability, and artificial intelligence, reflecting the evolving landscape of consumer research.Key features include updated case studies in every chapter, offering fresh insights into a variety of global, real-world applications. The text also offers timely insights from the field, the executive suite, and academia to provide students with a 360o view of how consumer research is generated and how it can be applied. Importantly, the text showcases a wide range of consumption situations, cultural backgrounds, and viewpoints. In its entirety, these features make theoretical concepts and models engaging and relatable, inviting students to dig deeper and to think like practitioners.This edition is designed to meet the needs of undergraduate and postgraduate students, as well as professionals in marketing, business, and related fields. It serves as an essential resource for anyone seeking to deepen their understanding of consumer behavior and its practical applications in today’s dynamic, global marketplace.

Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership.   The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House.  Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph's University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland.