A trusted resource for Consumer Behaviour theory and practice.
Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies.
In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making.
The sixth edition of this Australian text provides expanded coverage of contemporary topics and exciting new Instructor Resources, including local videos.
Audience: Tertiary; University or College
Number Of Pages: 728
Published: 15th October 2013
Publisher: Pearson Education Australia
Country of Publication: AU
Edition Number: 6