This book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure provides a multi-disciplinary approach, including the latest data for profiling European consumers. The book shows how research and concepts in consumer behaviour can inform and be applied to broader strategic marketing issues. Suitable for undergraduate or postgraduate business and marketing students
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Michael R. Solomon, Ph.D.,joined the Haub School of Business at Saint JosephÂ s University in Philadelphia as Professor of Marketing in 2006, where he also serves as Director of the Center for Consumer Research. In addition to this book, he is also the co-author of the widely-used text book Marketing: Real People, Real Decisions.Gary J. Bamossy, Ph.D.,is Professor of Marketing at the McDonough School of Business, Georgetown University, in Washington D.C. Soren Askegaardis Professor of Marketing at the University of Southern Denmark. He has a post-graduate Diploma in Communication Studies from the Sorbonne University, Paris and Ph.D. in Business Studies from Odense University, 1993.Margaret K. Hogg holds the Chair of Consumer Behaviour and Marketing in the Department of Marketing at Lancaster University Management School (LUMS).Review:
This textbook provides a comprehensive introduction to consumer behaviour. Its focus is on how consumer behaviour research and concepts can inform and be applied to strategic marketing issues. It highlights the diversity of European values, popular culture, lifestyles, and consumption. This second edition has been completely revised and updated and is supported by Websites for both students and lecturers (with downloadable Instructor's Manual and PowerPoint presentations) Vol. 26, Issue 1, "Journal of Consumer Policy."
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Descrizione libro Prentice Hall Ptr, 2010. Paperback. Condizione libro: New. 4. Codice libro della libreria DADAX027371726X