Consumer Behaviour: A European Perspective (Paperback)

by Michael R. Solomon, Gary J. Bamossy, Soren Askegaard, Margaret K. Hogg

Format: Paperback 728 pages

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This book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure provides a multi-disciplinary approach, including the latest data for profiling European consumers. The book shows how research and concepts in consumer behaviour can inform and be applied to broader strategic marketing issues. Suitable for undergraduate or postgraduate business and marketing students

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Financial Times Prentice Hall


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