Consumer Behavior 8e: Buying, Having, and Being
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For undergraduate and MBA courses in consumer behavior.
Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences.
From the Back Cover
Building on the enormous success of the first edition, this second edition of Consumer Behaviour: A European Perspective has been completely revised and updated. This text continues to provide a comprehensive, lively, highly contemporary and practical introduction to consumer behaviour, and how consumer behaviour research and concepts can inform and be applied to broader/strategic marketing issues. The diversity of European values, popular culture, lifestyles and consumption and their role and relationship in formulating marketing strategy are examined in detail. The five-part micro-to-macro wheel structure of the text takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications and includes the latest attitude and demographic data for profiling European consumers. Features
- New - integrated references to e-marketing and e-business throughout the book
- New cases, contributed by European consumer behaviour researchers
- Marketing Opportunities
- and Marketing Pitfalls illustrate examples of where consumer behaviour issues and concepts have been successfully and unsuccessfully applied to broader marketing issues and strategies
- Multicultural aspects of Consumer Behaviour from around the globe are covered throughout
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