Consumer Behaviour

Consumer Behaviour

2nd edition

Paperback (12 Nov 2020)

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The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, and cover the importance of online consumer behaviour with content on how social media and evolving technologies are changing the way marketers understand consumers. Examine 'Marketing Implications' to learn how theoretical concepts are used in practice, and challenge yourself to think about how marketing decisions impact consumers as you begin to analyse consumer behaviour with cases featuring extensive Australian and international examples.

Book information

ISBN: 9780170439978
Publisher: Cengage Learning
Imprint: Cengage Australia
Pub date:
Edition: 2nd edition
DEWEY: 658.8342
DEWEY edition: 23
Language: English
Number of pages: 472
Weight: 920g
Height: 212mm
Width: 275mm
Spine width: 19mm