Consumer Behavior and Marketing Strategy
Yayıncı McGraw Hill ( 04 / 1999 ) ISBN 9780256225297 | İngilizce | 526 Sayfa | Türler İşletme-Pazarlama
Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.