This multipack consists of Solomon: Consumer Behaviour: A European Perspective 2nd Edition (ISBN 027365182X) and Graham: Critical Thinking in Consumer Behaviour (ISBN 0131133225). Building on the enormous success of the first edition, this second edition of Consumer Behaviour: A European Perspective has been completely revised and updated. This text continues to provide a comprehensive, lively, highly contemporary and practical introduction to consumer behaviour, and how consumer behaviour research and concepts can inform and be applied to broader/strategic marketing issues. The diversity of European values, popular culture, lifestyles and consumption and their role and relationship in formulating marketing strategy are examined in detail. The five-part micro-to-macro wheel structure of the text takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications and includes the latest attitude and demographic data for profiling European consumers. The unique casebook that accompanies the above can be used alone or as a supplement to core texts in consumer behaviour.
21 cases and activities are included, providing opportunities to practice using the theories and concepts of consumer behaviour in solving realistic marketing problems.
- ISBN10 1405807296
- ISBN13 9781405807296
- Publish Date 8 July 2004
- Publish Status Out of Print
- Out of Print 18 April 2006
- Publish Country GB
- Imprint Pearson Education Limited
- Format Paperback
- Language English