Consumer Behaviour in Action - Softcover

Ling, Peter; D'Alessandro, Steven; Winzar, Hume

 
9780195525601: Consumer Behaviour in Action
Softcover
ISBN 10: 0195525604 ISBN 13: 9780195525601
Verlag: OUP Australia and New Zealand, 2015

Inhaltsangabe

Consumer Behaviour in Action introduces marketing students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a distinctly balanced approach as it balances theory with practical applications and research methods for understanding consumers. Practical examples and case studies provide global, regional and local industry examples. Research and insights from fields such as psychology, sociology and complex systems are included. Extended cases studies covering topics such as Nike, Cricket Australia, Target, and McDonalds in overseas markets, draw together each part of the book to bring together the themes discussed and encourage students to encourage a deeper understanding of the material. The accompanying enriched oBook and supplementary digital resources provides superior ready-to-use support for both students and lecturers.

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Über die Autorin bzw. den Autor

Peter Ling is Deputy Dean (Communication) in the School of Media and Communication and Associate Professor in Advertising at RMIT University. Steven D'Alessandro is Professor in the School of Marketing and Management at Charles Sturt University. Hume Winzar is Associate Professor in the Department of Marketing and Management at Macquarie University.

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Verlag
OUP Australia and New Zealand
Erscheinungsdatum
2015
Sprache
Englisch
ISBN 10 
0195525604
ISBN 13 
9780195525601
Einband
Taschenbuch
Anzahl der Seiten
544
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
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