Publisher's Synopsis
The second edition of this successful textbook continues to offer a sophisticated treatment of consumer psychology which is directly related to the concerns of marketing management, especially in terms of market segmentation, product positioning and new product development. It has an international approach that is reflected in language, examples, and scope and it also has a comprehensive and up-to-date coverage of literature and recent research. The new edition takes into account past reviewers� and users� comments by reducing the amount of material on adaptive/innovative cognitive style and replaces this with a wider range of material on the theme of personality and new product phrase. This edition also includes end-of-chapter questions and suggested further reading.
