Book Details

The primary concern of this book is to help guide Masters studentsseeking insight into consumer behaviour. It is an educational tooldevised for those participating in advanced marketing classes thatmakes use of empathy maps, buyer persona templates, perceptual mapsand customer journey modelling. It has no other ambition but to assist in discussions and interactions. It should trigger self-reasoning,fuel decision-making based on rigorously designed thought techniquesand encourage postgraduate students to play an active role whenpreparing for their classes and revising for exams, paving the pathfor them to become highly qualified marketers.