Consumer Behaviour Applications in Marketing
by Robert East, Malcolm Wright, Marc Vanhuele
1st edition · 2008 · Paperback
ISBN 9781412934312
Book details
- Edition
- 1st edition
- Published
- 2008
- Publisher
- SAGE Publications
- ISBN-13
- 9781412934312
- ISBN-10
- 1412934311
- Pages
- 344
- Format
- Paperback
- Language
- English
About this book
Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions. Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.
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