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Inhaltsangabe
This text is targeted at the junior/senior level undergraduate course in consumer behaviour. This text is also appropriate for the first course in consumer behaviour at the MBA level. The approach ties together a conceptual foundation of consumer behaviour with an applications orientation. If consumer needs are to drive marketing strategies, a better understanding of these needs should be the foundation for strategy development.
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This text is targeted at the junior/senior level undergraduate course in consumer behaviour. This text is also appropriate for the first course in consumer behaviour at the MBA level. The approach ties together a conceptual foundation of consumer behaviour with an applications orientation. If consumer needs are to drive marketing strategies, a better understanding of these needs should be the foundation for strategy development.
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