Publisher's Synopsis
This edition focuses on important, applicable and useful concepts in consumer behaviour. It identifies three groups of concepts - affect and cognition, behaviour, and the environment - and shows how these concepts influence each other and marketing strategy. These are integrated in a framework called "The Wheel of Consumer Analysis" which provides the organizing structure of the text. The book has a managerial focus with emphasis on strategic issues and problems. Included are examples of marketing practices, statistics, developments in consumer research and analysis, short business cases, illustrations of behavioural concepts using actual corporate examples, and scenarios which demonstrate how the concepts are used in real-world marketing situations.
