Basics Marketing: Consumer Behaviour is the first title in the new Basics Marketing series. Using real-world examples, this book considers the many different consumers around the world and how their consumption behaviours differ. The book highlights the impact of the digital world on consumer behaviour, and how it has created a borderless marketplace. The content flows from a micro orientation, focusing on the consumer as an individual, through to a macro approach, which examines how consumers function within a group setting and how this affects their behaviour. Early chapters draw heavily from psychology while the latter chapters lead students through sociology and anthropology theories.

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