| Description |
175 p. : col. ill ; 23 cm. |
| Series |
Basics marketing ; 01 |
|
Basics marketing ; 01.
|
| Note |
Numbering on alternate pages. |
| Bibliography |
Includes bibliographical references (p. [176]). |
| Contents |
What is a consumer behavior? -- Ethnic, religious and group influences -- Class, age and gender influences -- Consumer motivation, perception and attitude -- Consumer knowledge and memory -- The consumer as a decision maker. |
| Summary |
This book uses a wide range of real-world examples, case studies and practical student exercises to provide you with a rounded view of consumer needs and motivations. Offering an accessible explanation of the various roles played by ethnicity, r |
| Subject |
Consumer behavior.
|
|
Marketing.
|
| Added Title |
Consumer behavior |
| ISBN |
9782940373840 (pbk.) |
|
2940373841 (pbk.) |
|
