Consumer Behaviour

 
9780030970887: Consumer Behaviour

CONSUMER BEHAVIOR, 10e offers a practical, business approach, designed to help students apply consumer behavior principles to their studies in business and marketing, to their future business careers, and also to their private lives, as consumers. This multi-disciplinary field can tempt both students and instructors to stray from the basic business principles they should take away from the course. Blackwell keeps students focused on consumer decision making as it applies specifically to an overall understanding of business theory and practices through the CDP (Consumer Decision Process) model. CONSUMER BEHAVIOR 10e focuses on why as well as how consumers make specific decisions and behave in certain ways - what motivates them, what captures their attention, and what retains their loyalty, turning "customers" into "fans" of an organization.

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Product Description:

Consumer Behaviour is an original text - not an adaptation of an overseas-published text - written for Australian and New Zealand students studying courses in Consumer or Buyer Behaviour at universities and TAFEs

Local data and research has been used extensively to provide a current and challenging introduction to the subject. Real-world case studies further enhance the relevance of the book.


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