Marketing Management Ipe with Consumer Behaviour
Philip Kotler, Michael R. Solomon, Gary Bamossy, Søren Askegaard · 2002
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Building on the enormous success of the first edition, this second edition of Consumer Behaviour: A European Perspective has been completely revised and updated. This text continues to provide a comprehensive, lively, highly contemporary and practical introduction to consumer behaviour, and how consumer behaviour research and concepts can inform and be applied to broader/strategic marketing issues. The diversity of European values, popular culture, lifestyles and consumption and their role and relationship in formulating marketing strategy are examined in detail. The five-part micro-to-macro wheel structure of the text takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications and includes the latest attitude and demographic data for profiling European consumers.
Book details
- Year
- 2002
- Language
- English
- Publisher
- Pearson Education, Limited
- Editions
- 1
- ISBN
- 9780877788300
Data source: Wikidata
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