A European Outlook
Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it.
The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new 'Innovation In Action feature' will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace.
Omschrijving
Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it.
The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new 'Innovation In Action feature' will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace.
Productspecificaties
- Auteur: Leon G. Schiffman
- Uitgever: Pearson Education Limited
- Verschijningsdatum: 2011-10-14
- Aantal pagina's: 480
- ISBN: 9780273736950
- Thema: Sales and marketing
- BISAC: BUSINESS & ECONOMICS / Sales & Selling / General
Over de auteur
Leon G. Schiffman is J. Donald Kennedy Chair in E-Commerce at the Peter J. Tobin College of Business at St. John's University, New York City, USA.
Leslie Lazar Kanuk is Emeritus Professor of Marketing at the City University of New York Graduate School, USA.
H (c)vard Hansen is Professor of Marketing at the UiS Business School, University of Stavanger, Norway.