Consumer Behaviour by Michael R Solomon

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Consumer Behaviour by Michael R Solomon

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Summary

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.

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SKU Unavailable
ISBN 13 9780273687528
ISBN 10 0273687522
Title Consumer Behaviour
Author Michael R Solomon
Condition Unavailable
Binding Type Paperback
Publisher Pearson Education Limited
Year published 2006-03-23
Number of pages 728
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable