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Consumer Behavior: A European Perspective

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

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Detail Information

Series Title

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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

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Media Type

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Carrier Type

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Edition

Second

Subject(s)

Consumer Behavior

Specific Detail Info

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Statement of Responsibility

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Other version/related

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