Publisher's Synopsis
This edition reflects not only the latest findings in consumer behaviour but also the new directions in research and the emerging trends in the field. The text integrates humanistic/naturalistic and traditional research approaches; addresses cross-cultural processes throughout and in a chapter devoted to the topic; and covers, in-depth, relationship marketing, perceived satisfaction/quality, business-to-business issues, and social, public policy, and ethical issues. This work is intended for use on undergraduate, graduate and MBA courses in Consumer Behaviour and Consumer Psychology.
