CONSUMER BEHAVIOUR

Building on the enormous success of the first edition, this second edition of consumer behaviour: a european perspective has been completely revised and updated. this text continues to provide a comprehensive, lively, highly contemporary and practical introduction to consumer behaviour, and how consumer behaviour research and concepts can inform and be applied to broader/strategic marketing issues. the diversity of european values, popular culture, lifestyles and consumption and their role and relationship in formulating marketing strategy are examined in detail. the five-part micro-to-macro wheel structure of the text takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications and includes the latest attitude and demographic data for profiling european consumers. features *new - integrated references to e-marketing and e-business throughout the book *new cases, contributed by european consumer behaviour researchers *marketing opportunities and marketing pitfalls illustrate examples of where consumer behaviour issues and concepts have been successfully and unsuccessfully applied to broader marketing issues and strategies *multicultural aspect