Tata McGraw - Hill Education
|Number of Pages
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.
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