Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments

Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments
Author : Granata, Giuseppe
Publisher : IGI Global
Total Pages : 413
Release : 2019-05-30
ISBN 10 : 9781522578574
ISBN 13 : 1522578579
Language : EN, FR, DE, ES & NL

Global economic scenarios are increasing in complexity due to the recent global financial crisis, globalization, the evolution of ICT, and the changing behaviors of consumers. This has made it difficult to predict trends and build strategies within the retail industry. As a result, long-term forecasts and schedules are not possible, and more research is needed to explore today’s consumer profile and set the frameworks for future recovery strategies. Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments is a pivotal reference source that provides practical insights into improving the understanding of complex retail environments and consumer shopping behaviors in order to predict trends and develop strategies for retailers in times of economic crisis. While highlighting topics such as consumer engagement, industry models, and market globalization, this publication explores qualitative and quantitative methods of interest and the multidisciplinary approaches revolving around the industry. This book is ideally designed for marketers, managers, practitioners, retail professionals, academicians, researchers, and students seeking current research on relationship marketing, digital marketing, service management, and complexity theories.