Consumer Behaviour: Implications for Marketing Strategy

Consumer Behaviour: Implications for Marketing Strategy
ISBN-10
007471693X
ISBN-13
9780074716939
Series
Consumer Behaviour
Category
Consommateurs
Pages
742
Language
English
Published
2006
Publisher
McGraw-Hill Higher Education
Authors
Del I. Hawkins, Neal, Cathy Neal

Description

Consumer Behaviour, the market leading text by Cathy Neal and Pascale Quester, is now even more current, more lively and more relevant. This new Enhanced edition now offers aNEW32 page section up front that hosts contemporary hot topics in areas such as: culture and consumption, children and consumption, subcultures and consumption, phishing and more. Specifically created to meet the needs of contemporary users interested in presenting their students with the latest developments in the field, this enhanced edition includes a new capstone case and several new cases from New Zealand. The enhanced material builds on the existing 4th edition that has come to be recognised for its fresh and contemporary design, features that engage students and enhance their comprehension of the key concepts. The strategic and decision-making focus of this text is retained.

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