Consumer Behaviour: A European Perspective

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Consumer Behaviour: A European Perspective image
ISBN-10:

027365182X

ISBN-13:

9780273651826

Edition: 2
Released: Jan 01, 2001
Publisher: Ft Pr
Format: Paperback, 630 pages

Description:

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.

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