Читать книгу Digital Marketing - Annmarie Hanlon - Страница 51

In this chapter we will explore how digital marketing has introduced a whole new era for the consumer. We can browse, compare, share and shop online. From owning to renting, it's all about delivering a successful customer journey.

We all study consumers – psychologists, sociologists, anthropologists, economists and other experts. People-watching is a key part of consumer research: whether people decide to buy or not to buy, how they choose, use and dispose.