Auteur(s):
Michael R. Solomon
Margaret K. Hogg
Soren Askegaard
Gary Bamossy

Uitgeverij:
Pearson

612 pagina’s

Get into the contemporary European Consumer mindset with this industry-leading text.
Consumer Behaviour: A European Perspective, 7th Edition is the latest version of this market-leading textbook, providing the most comprehensive and engaging introduction to the field in Europe and around the world.
Well known for its accessible, reader-friendly writing style and contemporary approach, this textbook is ideal for Second and Third-Year Undergraduates, as well as Master's students who study relevant courses.
The latest version includes new examples and case studies from the European consumer viewpoint, aiming to retain the content's character. The extensive European material also comprises a number of extra advertisements that will help you study the different theoretical characteristics of marketing applications.
The book does not limit knowledge to the European market, however: it also discusses the broader global consumer scene, with American and other non-European examples illustrating various similarities and differences.