Consumer Behaviour
Consumer Behaviour
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Résumé
Offering an introduction to consumer behaviour, this book deals with how consumer behaviour research and concepts can inform and be applied to broader, strategic marketing issues. In a micro-to-macro 'wheel' structure, it covers the European values, popular culture, lifestyles and consumption, and their role and relationship in marketing strategy.
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Consumer Behaviour by Michael R Solomon
Consumer Behaviour: A European Perspective 3rd edition provides a comprehensive, lively, contemporary and practical introduction to consumer behaviour. It shows how research and concepts in this subject can inform and be applied to broader/strategic marketing issues. The unique five-part micro-to-macro wheel structure takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications, and includes the latest trends and demographic data for profiling European consumers. This book is ideal for second and third year undergraduate marketing students, or those students taking a consumer behaviour module as part of a business course.| SKU | Non disponible |
| ISBN 13 | 9780273687528 |
| ISBN 10 | 0273687522 |
| Titre | Consumer Behaviour |
| Auteur | Michael R Solomon |
| État | Non disponible |
| Type de reliure | Paperback |
| Éditeur | Pearson Education Limited |
| Année de publication | 2006-03-23 |
| Nombre de pages | 728 |
| 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 |