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This textbook provides a comprehensive introduction to consumer behaviour. Its focus is on how consumer behaviour research and concepts can inform and be applied to strategic marketing issues. It highlights the diversity of European values, popular culture, lifestyles, and consumption. This second edition has been completely revised and updated and is supported by Websites for both students and lecturers (with downloadable Instructor's Manual and PowerPoint presentations) Vol. 26, Issue 1, "Journal of Consumer Policy." --This text refers to an out of print or unavailable edition of this title.
Product Description
Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences.
Consumers Rule; Perception; Learning and Memory; Motivation and Values; The Self; Personality and Lifestyles; Attitudes and Persuasive Communications; Individual Decision Making; Buying and Disposing; Groups; Organizational and Household Decision Making; Income and Social Class; Ethnic, Racial, and Religious Subcultures; Age Subcultures; Cultural Influences on Consumer Behavior; Global Consumer Culture
For marketing professionals who want to understand the latest trends in consumer behavior.
via http://www.amazon.com/Consumer-Behavior-Mymarketinglab-Michael-Solomon/dp/0136110924
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