?This book is comprehensive, p to date and thought provoking; packed with real–life examples and interesting pedagogical features.? – Vincent Mitchell Consumer Behaviour 2e is written in student–friendly language and designed specifically around how students learn. Using their considerable experience, Martin Evans, Ahmad Jamal and Gordon Foxall present a concise exploration of the key aspects of the Consumer Behaviour in a lively but rigorous manner. The new edition now includes a chapter on organizational buying behaviour, alongside topical issues such as Consumer Misbehaviour and the use of personalised transactional and profile data, which marketers are increasingly using to explain consumer behaviour. Key learning features of the text: Long and short cases from Marketing Week, TNS Sofr4es, and the Direct Marketing Association/Royal Mail. Full length academic journal articles with reflective questions. Future Foundation Research Reports. ...

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Рейтинг книги: 4 из 5, 7 голос(-ов).