Consumer Behaviour: First Asia Pacific Edition

Consumer Behaviour: First Asia Pacific Edition
ISBN-10
047081117X
ISBN-13
9780470811177
Series
Consumer Behaviour
Category
Consumer behavior
Pages
584
Language
English
Published
2007
Authors
Linda Brennan, Nigel Pope, Henry Assael

Description

Today\'s fast-paced, competitive business environment demands that organisations understand consumers in order to survive. This poses a number of key questions for marketers: What factors influence consumer decisions? How do consumers acquire product information? How do organisations develop consumer brand loyalty for their products? How does consumer behaviour affect marketing strategy? What rights do consumers have? The answers to these questions, and many more, are contained in this textbook! With a balance of real-world examples drawn from both small to medium sized enterprises and multinational corporations operating in the region, Consumer Behaviour, First Asia-Pacific Edition provides a strong link between the conceptual foundations of consumer behaviour and strategic marketing applications.

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