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This text provides the information needed for consumer analysis that can be used for understanding markets and developing effective marketing strategies. It aims to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategy interact.
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.
This text provides the information needed for consumer analysis that can be used for understanding markets and developing effective marketing strategies. It aims to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategy interact.
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.
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