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Consumer Behaviour

A European Perspective

Paperback Engels 2019 9781292245423
Verkooppositie 2794Hoogste positie: 2794
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Now in its seventh edition, Consumer Behaviour: A European Perspective provides the most comprehensive, lively and engaging introduction to the behaviour of consumers in Europe and around the world.

The new slimline edition has 13 chapters, maintaining its breadth of coverage and making it
ideal for second- and third-year undergraduates as well as Master's students.

The book links consumer behaviour theory with the real-life problems faced by practitioners
in many ways:
- Marketing opportunity, Marketing pitfalls and Multicultural dimensions boxes throughout the text illustrate the impact consumer behaviour has on marketing activities.
- Consumer behaviour as I see it boxes feature marketing academics talking about the relevance of consumer behaviour issues to their everyday work.
- Brand new Case studies about European companies and topics give deep insights into the world of consumer behaviour.
- New coverage of sustainable consumption, emerging technologies, social media and online behaviour is woven throughout this edition.
- Online materials including multiple-choice questions and links to useful websites are available on the book's website


Aantal pagina's:648


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Part A Consumers and the market-place
1 - Consumer behavior and consumer society
2 - Shopping, buying and disposing
Part A Case Studies

Part B How consumers see the world and themselves
3 - Perception and meaning
4 - The self
5- Motivation, lifestyles and value
Part B Case Studies

Part C Consumers as decision-makers
6 - Learning and memory
7 - Attitudes
8 - Decision making
Part C Case Studies

Part D European Consumers and their social groups
9 - Groups and social media
10 - European families
11 - Income and social class
Part D Case Studies

Part E Culture and European Consumers
12 - Culture and consumer behaviour
13 - Cultural change processes
Part E Case Studies

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