408 pagina's
This book addresses the issues of consumer behaviour as they relate specifically to the marketing function. Wth an unusual combination of material, this practical text helps to bring the subject to life.
This volume introduces comsumer behaviour in a marketing context, in which the basis of consumer orientation is laid together with marketing's response in the form of the marketing mix. It discusses the wider issues concerning consumer behaviour, arising from changes in the marketing environment along with the consumer response to marketing activities and innovation, inlcuding customer information processing and their response to new and repeat purchasing and the consumer decision making process.
