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Consumer Behaviour

Genres: Market research
Format: Paperback / softback
Publisher: John Wiley & Sons Inc, New York, United States
Published: 31st Mar 2009
Dimensions: w 204mm h 252mm d 36mm
Weight: 1702g
ISBN-10: 0470994657
ISBN-13: 9780470994658
Barcode No: 9780470994658
Synopsis
Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept. Consumer Behaviour, 2nd Edition is more 'student centred' than the competition, manifested in the use of cases and exercises to be used in participative and applied ways, reflecting the clear trend towards student centred and application-based marketing courses. Features:* Coverage of consumer buying behaviour from a marketing, rather than a behavioural science perspective* The addition of new journal articles from a range of journals.

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