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Image of Consumer Behavior: A European Perspective

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Consumer Behavior: A European Perspective

Michael R. Solomon - Personal Name; Gary Bamossy - Personal Name; Søren Askegaard - Personal Name;

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


Availability
P00036SPCB-SOL-002Welcome Ideas Library Shelf 06Available
Detail Information
Series Title
-
Call Number
PCB-SOL-002
Publisher
Essex, England : Pearson Education Limited., 2002
Collation
Paperback, 630 Pages, Published 2001
Language
English
ISBN/ISSN
0-273-65182-X
Classification
NONE
Content Type
-
Media Type
-
Carrier Type
-
Edition
Second
Subject(s)
Consumer Behavior
Specific Detail Info
-
Statement of Responsibility
-
Other version/related

No other version available

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