Consumer behaviour - Tapa blanda

Solomon, Michael

 
9780273651826: Consumer behaviour
Tapa blanda
ISBN 10: 027365182X ISBN 13: 9780273651826
Editorial: Pitman Publishing, 2004

Sinopsis

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. Features *New - integrated references to e-marketing and e-business throughout the book *New cases, contributed by European consumer behaviour researchers *Marketing Opportunities and Marketing Pitfalls illustrate examples of where consumer behaviour issues and concepts have been successfully and unsuccessfully applied to broader marketing issues and strategies *Multicultural aspect

"Sinopsis" puede pertenecer a otra edición de este libro.

Críticas

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."

Reseña del editor

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. Features *New - integrated references to e-marketing and e-business throughout the book *New cases, contributed by European consumer behaviour researchers *Marketing Opportunities and Marketing Pitfalls illustrate examples of where consumer behaviour issues and concepts have been successfully and unsuccessfully applied to broader marketing issues and strategies *Multicultural aspect

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Pitman Publishing
Año de publicación
2004
Idioma
Inglés
ISBN 10 
027365182X
ISBN 13 
9780273651826
Encuadernación
Tapa blanda
Número de edición
2
Número de páginas
656
Contacto del fabricante
no disponible
Persona responsable
Riccardo Bacigalupo
riccardo.bacigalupo@sanoma.it

Sanoma Italia Via Arconati, 1 �
Milano
20135
Italia

Otras ediciones populares con el mismo título

9780136015963: Consumer Behavior: United States Edition

Edición Destacada

ISBN 10:  0136015964 ISBN 13:  9780136015963
Editorial: Pearson, 2008
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