Publisher's Synopsis
Updated to capture the most current thinking and research in consumer behaviour, this book provides comprehensive coverage of this field, without sacrificing its depth of treatment. This new edition utilizes a reorganized format to emphasize both consumer behaviour concepts and managerial issues. Progressing from micro to macro concepts, it begins with the discussion of such individual processes as information processing, learning, and motivation. The text then uses these principles to analyze consumer decision making and the consumer micro-macro environments. In addition, each chapter ends with a short case that relates consumer concepts to managerial strategy.
