- Hardcover: 704 pages
- Publisher: Irwin Professional Publishing; 5th Revised edition edition (1 Aug 1998)
- Language English
- ISBN-10: 0256261903
- ISBN-13: 978-0256261905
- Product Dimensions: 25.7 x 20.6 x 2.8 cm
- Average Customer Review: 2.5 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 2,002,957 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
No other introduction to this discipline so clearly demonstrates how psychological, social, and behavioral theories can be used to understand consumers and develop more effective marketing strategies. Its unique Wheel of Consumer Analysis continues to be the most important feature of this classic guide, showing how the various elements of consumer analysis fit together and how to use the latest research to hone a competitive edge.
From the Publisher
Introductory scenarios, examples and marketing strategy-in-action cases chosen for an European audience
Glossary, key terms concepts and annotated additional reading which covers European and American sources
Balanced treatment of major scientific approaches to the analysis of consumer behaviour
Includes cognitive, behavioural and environmental approaches
Full colour reproductions of advertisements --This text refers to the Paperback edition.
Glossary, key terms concepts and annotated additional reading which covers European and American sources
Balanced treatment of major scientific approaches to the analysis of consumer behaviour
Includes cognitive, behavioural and environmental approaches
Full colour reproductions of advertisements --This text refers to the Paperback edition.
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Paperback
Looking only at the content, this is a pretty thorough introduction to marketing. The presentation is slightly disappointing.
Many obvious errors have slipped passed the proof readers, this is disappointing for what is quite an expensive book, and always makes you worry that a less obvious error is lurking in the text.
The tone is academic. Whilst not necessarily a bad thing, given that many of the concepts are pretty simple (though important) the inability to call a spade a spade does prove annoying.
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