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Consumer Behaviour: Implications for Marketing Strategy

Course Codes : MARK2051, MARK217

Consumer Behaviour: Implications for Marketing Strategy

ISBN 9780070287099
Edition 6 ed
Publisher McGraw Hill Medical
Author(s)
Publication Date
Overview
This book starts with the decision-making process before clearly articulating the various influences upon it. The text's rich pedagogical package guides students' exploration into the field of consumer behaviour through a student-friendly layout and design. Each chapter is enhanced by a suite of fresh new vignettes, case studies and advertisements, both global and local. Currency and accuracy are once again a strength of the text. Featuring all new case studies and exhibits, this new edition covers contemporary topics such as greenwashing, ethics and the impact of the Internet on consumer protection and privacy.

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