Communicating a fascination for the everyday activities of people, this leading book on consumer behavior examines how our world is influenced by the action of marketers, and considers how products, services, and consumption contribute to the broader social world we experience. Its incredibly interesting and dynamic content proves hip and engaging, while reflecting the latest research.  A four-part organization looks at consumers as individuals, consumers as decision makers, consumers and subcultures, and consumers and culture.   For brand managers, marketing research analysts, and account executives.

Consumer Behaviour: A European Perspective

Business & Money

Solomon, Michael

Bamossy, Gary

Askegaard, Soren

Economics

Financial Times/ Prentice Hall

Now in its fourth edition, consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to consumer behaviour. The book links consumer behaviour theory with the real-life problems faced by practitioners. The unique five-part micro-to-macro wheel structure also provides a multi-disciplinary approach, including the latest data profiling European consumers. This fourth edition offers a cutting edge overview of the consumer behaviour literature and a substantial restructuring of the book's chapters. This book is ideal for second and third year undergraduate marketing students, undergraduate students taking a consumer behaviour module as part of a business course and postgraduate students on Masters courses in marketing.

Solomon, Michael R.

Barmossy, Gary

Ft Pr

Now in its fourth edition, Consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to consumer behaviour. The book links consumer behaviour theory with the real-life problems faced by practitioners. The unique five-part micro-to-macro wheel structure also provides a multi-disciplinary approach, including the latest data profiling European consumers. This fourth edition offers a cutting edge overview of the consumer behaviour literature and a substantial restructuring of the book's chapters. This book is ideal for second and third year undergraduate marketing students, undergraduate students taking a consumer behaviour module as part of a business course and postgraduate students on Masters courses in marketing.

Hogg, Margaret K.

Solomon, Miceal

Marketing & Sales

Pearson P T R

Pearson/Education

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