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Consumer Behaviour: A European Perspective
Posted on 2010-04-14
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Author: Gary J. Bamossy, Soren Askegaard, Michael Solomon, Margaret Hogg
Publisher: FT Press (2006) Binding: Paperback, 728 pages pricer: ISBN-10: 0273687522 editorialreviews 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.
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