Consumer Behaviour
Format: Paperback
ISBN13: 9780273651826
Paperback|9780273651826
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Overview
Building on the enormous success of the first edition, this second edition of Consumer Behaviour: A European Perspective has been completely revised and updated. This text continues to provide a comprehensive, lively, highly contemporary and practical introduction to consumer behaviour, and how consumer behaviour research and concepts can inform and be applied to broader/strategic marketing issues. The diversity of European values, popular culture, lifestyles and consumption and their role and relationship in formulating marketing strategy are examined in detail. The five-part micro-to-macro wheel structure of the text takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications and includes the latest attitude and demographic data for profiling European consumers. Features *New - integrated references to e-marketing and e-business throughout the book *New cases, contributed by European consumer behaviour researchers *Marketing Opportunities and Marketing Pitfalls illustrate examples of where consumer behaviour issues and concepts have been successfully and unsuccessfully applied to broader marketing issues and strategies *Multicultural aspect
| ISBN-13 | 9780273651826 |
|---|---|
| ISBN-10 | 027365182X |
| Weight | 2.68 Pounds |
| Dimensions | 10.47 x 7.64 x 0.87 In |
| Edition | 2nd Edition |
| Format | Paperback |
|---|---|
| Language | English |
| Pages | 656 pages |
| Publisher | |
| Published On | 2001-12-01 |
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Jenson Books Inc
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The item is in good condition and works perfectly, however it is showing some signs of previous owne...
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