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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.
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Edition | Availability |
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1
Marketing Management Ipe with Consumer Behaviour: a European Perspective
2002-07-25, Pearson Education, Limited
in English
0877788308 9780877788300
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January 2, 2024 | Edited by bitnapper | merge authors |
January 2, 2024 | Edited by Marla | Added coauthors |
November 17, 2022 | Created by ImportBot | import new book |