Consumer behaviour : a European perspective

Solomon, Michael R.,

Consumer behaviour : a European perspective [electronic book] / Michael R. Solomon - Fifth edition / Michael Solomon, Gary Bamossy, Søren Askegaard, Margaret K. Hogg. - 1 online resource (xxviii, 672 pages) : illustrations (colour)

Includes bibliographical references and index.

Restricted to GMIT Library patrons

The book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure provides a multi-disciplinary approach, including the latest data for profiling European consumers. Shows how research and concepts in consumer behaviour can inform and be applied to broader strategic marketing issues


eBook,
Available via GMIT Library webpage
Available via GMIT Library webpage


Subject to print download restrictions

9780273772750 (ebk) No price


Consumer behavior--Europe
Business and Management.
Sales & marketing