Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept. Consumer Behaviour, 2nd Edition is more 'student centred' than the competition, manifested in the use of cases and exercises to be used in participative and applied ways, ...

Consumer Behaviour 2009, John Wiley & Sons, Chichester, England

ISBN-13: 9780470994658

2nd edition

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Consumer Behaviour 2006, John Wiley & Sons, (UK), Hoboken, NJ

ISBN-13: 9780470093528

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