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Basics Marketing 01: Consumer Behaviour

Basics Marketing 01: Consumer Behaviour

ISBN 9782940373840
Publisher AVA Publishing SA
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Overview
"Basics Marketing: Consumer Behaviour" highlights the impact of the digital world on consumer behaviour, and how it has created a borderless marketplace. The content flows from a micro orientation, focusing on the consumer as an individual, through to a macro approach, which examines how consumers function within a group setting and how this affects their behaviour. Early chapters draw heavily from psychology while the latter chapters lead students through sociology and anthropology theories.
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