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.
- ISBN10 0195525604
- ISBN13 9780195525601
- Publish Date 30 January 2015
- Publish Status Active
- Publish Country AU
- Publisher Oxford University Press Australia
- Imprint OUP Australia and New Zealand
- Format Paperback
- Pages 544
- Language English