商品詳細

This text is a rare find: a book on buyer behaviour to which we all can all relate; one that informs and expands our knowledge whilst actually being an interesting read. Students and practitioners alike will find this a useful and enjoyable addition to their bookshelf' - Peter Murphy, Teesside University Business School. Consumer behaviour is the starting point for all marketing planning and this book provides the necessary insights to understand what makes people buy, and buy again. Written from a European perspective, international in its scope, the book first provides a comprehensive overview of research and then links theory to practical aspects of marketing. All elements of consumption behaviour, from initial need recognition through to the final disposal of the worn-out or used-up product are covered, using up-to-date examples from the real world.