ISBN 9780071333658,Consumer Behaviour

Consumer Behaviour



Tata McGraw - Hill Education

Publication Year 2011

ISBN 9780071333658

ISBN-10 0071333657

Paper Back

Edition 2nd
Number of Pages 256 Pages
Language (English)

Consumer Behaviour

The second edition of Consumer Behaviour by Karen Webb is a hands-on, practical text exploring the individual, social and lifestyle influences on consumer motivation and using this information to help assess and devise marketing strategies. This title has been completely redesigned and streamlined to ensure effective learning and understanding. It includes new material on social marketing and e-communication as well updated illustrations and exhibits. Consumer Behaviour 2e also features a new Marketing In Focus component that gives a concise overview of topical cases at the beginning of each chapter. Each chapter also contains a summary, key terms and review questions.

Salient Features

Addresses the influence of technology and the marketing response to the Internet and E-commerce.
Includes examples from contemporary marketing and advertising campaigns.
Covers buyer behaviour, market segmentation and the individual, social, and lifestyle influencer.
Reflects changes to the regulatory environment and the trend towards organisations addressing the issues of ethics and ethical decision making

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