- Paperback: 224 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (27 May 1997)
- Language English
- ISBN-10: 0135731224
- ISBN-13: 978-0135731222
- Product Dimensions: 23 x 15.4 x 1.4 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 765,427 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
A user-friendly, readable and concise introduction to the subject of consumer behaviour.
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6 of 6 people found the following review helpful
Format:Paperback
As an insight into consumer behaviour for marketing students, or a refresher/quick reference for professionals, this book is a must have. Myself a postgraduate marketing student working in marketing communications, I found it easy to read, enlightening and applicable. For the CIM syllabus it's been an essential read, while at work it continues to be a very useful quick reference that is referred to often and is always close to hand.
Beginning with the importance of understanding consumer behaviour from a marketing perspective, the book goes on to give an understandable insight into the psychological and sociological theories of human behaviour, (including: attitudes, goals, motivation, learning and the social environment), and how they relate to consumer behaviour and marketing planning.
With examples of how these theories can be applied to marketing in practice, the author concludes with sections on the marketing mix, purchase behaviour and segmentation.
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