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Consumer Behaviour

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Publikováno: 2014
Formát: paperback 475 stran
Cena: 1 331 Kč ( 1 210 Kč bez DPH)
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Anotace

Presenting a brand new approach to teaching consumer behaviour, Szmigin and Piacentini move beyond traditional psychological learning to acknowledge more holistic perspectives of consumer behaviour and incorporate new areas of research, such as Consumer Culture Theory, which are enhancing our understanding of this fascinating subject. The latest behavioural, psychological and sociological approaches are presented alongside emerging techniques, such as neuromarketing, and practices used by businesses such as tracking consumer panel data, with their application to marketing explicitly drawn out. Theory is firmly set in context for students through extensive use of international examples and extended cases on topics such as repertoire shopping in China, lifestyles of Indian consumers, and learning about brands through Havaianas in Brazil.

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Knihovnické kódy

  • EAN: 9780199646449

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