Consumer Behaviour: A European Perspective 3rd edition provides a comprehensive, lively, contemporary and practical introduction to consumer behaviour. It shows how research and concepts in this subject can inform and be applied to broader/strategic marketing issues. The unique five-part micro-to-macro wheel structure takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications, and includes the latest trends and demographic data for profiling European consumers.
This book is ideal for second and third year undergraduate marketing students, or those students taking a consumer behaviour module as part of a business course.
"synopsis" may belong to another edition of this title.
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.
The field of consumer behaviour is young, dynamic and influx. It is constantly being cross-fertilised by perspectives from many different disciplines.
Now in its third edition, Consumer Behaviour: A European Perspective has been completely revised and updated. The text continues to provide a comprehensive, lively, contemporary and practical introduction to consumer behaviour, and how consumer behaviour research and concepts can inform and be applied to broader, strategic marketing issues.
Unique five part micro-to-macro ‘wheel' structure
This book covers the diversity of European values, popular culture, lifestyles and consumption and their role and relationship in formulating marketing strategy in detail. The unique 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.
New to this Edition!
Michael Solomon is Human Sciences Professor of Consumer Behaviour at Auburn University, Alabama, USA.
Gary Bamossy is Professor of Marketing, Vrije Universiteit, Amsterdam and Director of the Global Business Program, University of Utah, USA.
Soren Askegaard is Professor of Marketing at the University of Southern Denmark, Odense.
Margaret K. Hogg is Professor of Consumer Behaviour and Marketing, Lancaster University Management School, Lancaster University, England.
"About this title" may belong to another edition of this title.
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