Strategy Toolkit module 4: Consumer behaviour

This article discusses various approaches used by marketers to understand what consumers want.
  • Alongside deep knowledge of the brand, strategists need to be able to develop understanding of the consumers the brand needs to attract.
  • This section of the Strategy Toolkit provides a grounding in modern ideas of consumer behaviour.
  • What emerges is a picture of human behaviour as shaped by the modern world and communication technologies –but at the same time far more enduring and far more deeply-rooted in our biology and instincts than was once thought possible....

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