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Consumer Behaviour

ISBN 9781442561533
Edition 6
Publication Date
Publisher Pearson Education Australia
Author(s)
Overview
Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies.

In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making.

The sixth edition of this Australian text provides expanded coverage of contemporary topics and exciting new Instructor Resources, including local video examples.

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