Consumer behaviour
Bibliographic details
Additional authors
O'Cass, Aron Paladino, Angela Carlson, Jamie
Summary
This text explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. This edition provides expanded coverage of contemporary topics and exciting new Instructor Resources, including local videos.