Consumer Behaviour: A European Perspective by Michael R Solomon

Consumer Behaviour: A European Perspective by Michael R Solomon

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

This textbook provides a comprehensive introduction to consumer behaviourIts focus is on how consumer behaviour research and concepts can inform and be applied to strategic marketing issues. It highlights the diversity of European values, popular culture, lifestyles, and consumption. This second edition has been completely revised and updated and is supported by Websites for both students and lecturers (with downloadable Instructor's Manual and PowerPoint presentations) Vol. 26, Issue 1, "Journal of Consumer Policy."

SKU	Non disponible
ISBN 13	9780273651826
ISBN 10	027365182X
Titre	Consumer Behaviour: A European Perspective
Auteur	Michael R Solomon
État	Non disponible
Type de reliure	Paperback
Éditeur	Pearson Education Limited
Année de publication	2001-12-06
Nombre de pages	656
Note de couverture	La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier.
Note	Non disponible