Consumer Behaviour: Applications in Marketing : by Robert East, Malcolm Wright, Marc Vanhuele
Price: N12300
Product Code: 1338568872
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Number of Pages: 344
Binding: Paper Back
Publisher: Sage Publications Ltd
ISSN: 9781412934312
Availability: To be delivered within 6 to 22 working days
Summary: Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions.
Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.