Consumer Behavior And Marketing Strategy (European): European Edition

Consumer Behavior And Marketing Strategy (European): European Edition

by KlausGrunert (Author)

Synopsis

"Consumer Behaviour and Marketing Strategy, European Edition" is the European version of the very successful US text now in it's seventh edition. The academic rigour, which distinguished this book from its competitors, is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.

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More Information

Format: Paperback
Pages: 526
Edition: European ed
Publisher: McGraw-Hill Education / Europe, Middle East & Africa
Published: 16 Apr 1999

ISBN 10: 025622529X
ISBN 13: 9780256225297