Understanding Consumer Behaviour
Auteur : J. Paul Peter
Date de publication : 1996
Éditeur : Irwin
Nombre de pages : 488
Résumé du livre
Understanding Consumer Behaviouroffers a unique, focused, integrative, strategic-marketing approach to the topic-specifically the way in which consumer behaviour is brought into the discussion of marketing strategy. Abundant use of current, student-friendly examples that effectively tie-in and illustrate the theories presented.