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.
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 aspects of Consumer Behaviour from around the globe are covered throughout
The second edition of Consumer Behaviour: A European Perspective, will be invaluable to students at the undergraduate level as well as for those working on their postgraduate qualifications in Marketing.
For students Companion web-site featuring multiple choice questions and additional thought-provoking features on the impact of the Internet.
The Tangled Web describes website offerings that have failed to deliver in terms of consumer satisfaction, positioning, pricing or product concept while
Net Opportunities describe innovative web offerings which seem to have 'hit the mark' in their target markets. Up-to-date and thorough literature citations for each chapter. Take a look at www.booksites.net/solomon_euro
For lecturers Companion web-site featuring a downloadable Instructor's Manual and PowerPoint presentations which go well beyond the materials presented in the text, at www.booksites.net/solomon_euro
Michael R. Solomon, Auburn University, USA
Gary Bamossy, Vrije Universiteit, Amsterdam and University of Utah, USA
Sren Askegaard, University of Southern Denmark, Odense University and Lund University, Sweden
