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This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/21613| Title: | Book on psychology of digital consumer (Book Project) | Authors: | Gupta, Seema | Keywords: | Digital marketing;Online marketing;Marketing management;Digital consumer | Issue Date: | 21-Sep-2020 | Publisher: | Indian Institute of Management Bangalore | Project: | Book on psychology of digital consumer (Book Project) | Series/Report no.: | IIMB_PR_2020-21_006 | Abstract: | It brings in the concept of behavioral economics and cognitive psychology, with the use of examples. The book uncovers the science behind the practiced tactics in the marketing world and their effects on the human psyche. This unique intersection of marketing with psychology makes it an absorbing read, especially for management professionals. | URI: | https://repository.iimb.ac.in/handle/2074/21613 |
| Appears in Collections: | 2020-2021 |
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