Publisher's Synopsis
Enriched with Canadian based cases and examples, Customer Behaviour goes beyond the conventional approaches of most current textbooks, focusing not only on the role of customers as buyers, but also on their role as users and payers. This is the approach that most Canadian students will encounter as managers of businesses, where the emphasis is on developing marketing programs to create and deliver customer value based on customer behaviour concepts. The book follows a conceptually sound, six values framework that demonstrates the way in which customer behaviour is driven by the market values customers seek.
