A European Outlook
This study book covers consumer behaviour in depth and focuses on what consumers buy, but especially also why they buy, when, where and how they evaluate their purchase and ultimately dispose of it. The second edition has been thoroughly adapted to the European market and highlights the key concepts in consumer behaviour.
The authors show how marketers apply these principles when developing and implementing marketing strategies. The new 'Innovation In Action' section provides practical examples that clarify the relationship between theory and practice. As a result, this book is a valuable learning tool for students and professionals who want insight into consumer behaviour within a European context.
Product specifications
- Author: Leon G. Schiffman
- Publisher: Pearson Education Limited
- Publication date: 2011-10-14
- Number of pages: 480
- ISBN: 9780273736950
- Theme: Sales and marketing
- BISAC: BUSINESS & ECONOMICS / Sales & Selling / General
About the author
Leon G. Schiffman is the J. Donald Kennedy Chair in E-Commerce at the Peter J. Tobin College of Business, St. John's University, New York City.
Leslie Lazar Kanuk is Emeritus Professor of Marketing at the City University of New York Graduate School.
H (c)vard Hansen is Professor of Marketing at the UiS Business School, University of Stavanger, Norway.