Consumer Behaviour

Implications for Marketing Strategy

• Author(s): Cathy Neal, Neal, Pascale Genevieve Quester, Del I. Hawkins,
• Publisher: McGraw-Hill Australia
• Pages: 668
• ISBN_10: 007471693X
  ISBN_13: 9780074716939
  
• Language: en
• Categories: Business & Economics / Consumer Behavior , Business & Economics / Economic Conditions , Business & Economics / Marketing / General ,

Description:... Consumer Behaviour, the market leading text by Cathy Neal and Pascale Quester, is now even more current, more lively and more relevant. This new Enhanced edition now offers aNEW32 page section up front that hosts contemporary hot topics in areas such as: culture and consumption, children and consumption, subcultures and consumption, phishing and more.

Specifically created to meet the needs of contemporary users interested in presenting their students with the latest developments in the field, this enhanced edition includes a new capstone case and several new cases from New Zealand. The enhanced material builds on the existing 4th edition that has come to be recognised for its fresh and contemporary design, features that engage students and enhance their comprehension of the key concepts. The strategic and decision-making focus of this text is retained.