Förlagets beskrivning
Now in its seventh edition, Consumer Behaviour: A European Perspectiveprovides themost comprehensive, lively and engaging introduction to the behaviour of consumers inEurope and around the world.The new slimline edition has 13 chapters, maintaining its breadth of coverage and making itideal for second- and third-year undergraduates as well as Master's students.The book links consumer behaviour theory with the real-life problems faced by practitionersin many ways: Marketing opportunity, Marketing pitfallsandMulticultural dimensionsboxesthroughout the text illustrate the impact consumer behaviour has on marketingactivities. Consumer behaviour as I see itboxes feature marketing academics talking about therelevance ofconsumer behaviourissues to their everyday work. BrandnewCase studiesabout European companies and topics give deep insights intothe world of consumer behaviour. New coverage of sustainable consumption, emerging technologies, social media andonline behaviour is woven throughout this edition. Online materials including multiple-choice questions andlinks to useful websites areavailable on the book's website atwww.pearsoned.co.uk/solomon
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Solomon: Consumer Behaviour_p7
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