Consumer behaviour a European outlook.
Schiffman, Leon G.
Consumer behaviour a European outlook. - 2nd edition. Leon G. Schiffman, Leslie Lazar Kanuk and Havard Hansen. - Harlow : Financial Times Prentice Hall, 2012. - xix, 460 p. : col. ill.
Previous ed.: 2008.
Includes bibliographical references and index.
This global version examines the full range of consumer behaviour within the context of the expanding influence of the high-tech global environment in which we live. The book places emphasis on consumer behaviour within the context of marketing strategy, using both theoretical and applications-oriented approaches. Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it. The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new ?Innovation In Action feature? will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace.
Electronic reproduction.
Askews and Holts.
Mode of access: World Wide Web.
9780273724254 (ebook)
2011013123
Consumer behavior--Europe.
Motivation research (Marketing)--Europe.
Business and Management.
Business & Management
Sales & marketing
HF5415.33.E85 / H36 2012
Consumer behaviour a European outlook. - 2nd edition. Leon G. Schiffman, Leslie Lazar Kanuk and Havard Hansen. - Harlow : Financial Times Prentice Hall, 2012. - xix, 460 p. : col. ill.
Previous ed.: 2008.
Includes bibliographical references and index.
This global version examines the full range of consumer behaviour within the context of the expanding influence of the high-tech global environment in which we live. The book places emphasis on consumer behaviour within the context of marketing strategy, using both theoretical and applications-oriented approaches. Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it. The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new ?Innovation In Action feature? will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace.
Electronic reproduction.
Askews and Holts.
Mode of access: World Wide Web.
9780273724254 (ebook)
2011013123
Consumer behavior--Europe.
Motivation research (Marketing)--Europe.
Business and Management.
Business & Management
Sales & marketing
HF5415.33.E85 / H36 2012