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Consumer behaviour

By: Noel, Hayden

Part of the Basics Marketing series
2940373841 / 9782940373840
Stock expected by 15/04/2020
23 cm 175 p. : col. ill.

"Basics Marketing: Consumer Behaviour" highlights the impact of the digital world on consumer behaviour, and how it has created a borderless marketplace.

The content flows from a micro orientation, focusing on the consumer as an individual, through to a macro approach, which examines how consumers function within a group setting and how this affects their behaviour.

Early chapters draw heavily from psychology while the latter chapters lead students through sociology and anthropology theories.


KJS Sales & marketing

Our price£13.40
RRP £17.99
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