Publisher's Synopsis
This second edition textbook offers more examples of buyer behaviour, adding new cases and illustrations. There is a sub-heading at the end of each chapter which summarises the strategic application of the relevant theory. All the chapters have been fully updated with the most relevant material pertaining to various cultural contexts, local practices and communication techniques.;The principal contributors are Deon Rossseau, Professor in the Department of Industrial Psychology, University of Port Elizabeth, South Africa, and Norman Blem who lectures in the Department of Business Economics, University of the Witwatersrand, South Africa.
