Consumer Behaviour by Michael R Solomon

Consumer Behaviour by Michael R Solomon

Full-colour adaptation written in parallel with the US 4/e, providing 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. It is the first and only European-originated text of this kind to give a significant weighting to issues, illustrative examples, data and research concerning European consumer markets and behaviour (55%), while also including material from the US (25%) and other major global markets (20%). The five-part 'wheel' structure of the text moves from the micro to the macro level, progressively expanding its focus and coverage from individual consumers and their internal dynamics (part II), through group and household consumption decisions (part III), to larger social structures/sub-cultures (part IV), and finally mass cultures consumption activities (part V). Instructor's Manual (0-13-759598-0). Test Item File (0-13-751991-5). Lecturer Resource Manual: c 120pp, looseleaf/pre-drilled (ISBN: 0-13-759598-0). Summary bullets, case problem debriefs, field problem ideas, teaching hints, and multiple-choice, true/false and short answer questions. OHP Masters: c 140 A4 black/white sheets (ISBN: 0-13-081029-0). All text figures and tables. Powerpoint CD-ROM: c 160 full-colour slides (ISBN: 0-13-081028-2). Bullet-point lecture notes and all text figures and tables. European Website Support. PHLIP site (Solomon US 4/e, 1999).

'An excellent extension of a first-rate consumer behaviour text for the European marketThe authors have excelled themselves in both coverage and treatment. I would recommend it to students of consumer behaviour at all levels' Professor Gordon R.Foxall University of Wales 'Finally! A textbook that focuses on the diversity of European consumption culture. To be strongly recommended to all who want to increase their understanding of consumer behaviour beyond the traditional approaches and the American marketplace.' Dr Suzanne C.Beckmann Copenhagen Business School

SKU	Nicht verfügbar
ISBN 13	9780137519835
ISBN 10	0137519834
Titel	Consumer Behaviour
Autor	Michael R Solomon
Buchzustand	Nicht verfügbar
Bindungsart	Paperback
Verlag	Pearson Education (US)
Erscheinungsjahr	1998-08-01
Seitenanzahl	608
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar