ESCP Europe

Item type

Book

Language

English

Publication year

2011

Edition no.

2d ed.

ISBN

978-0-273-73695-0

Note

• Glossaire

Regions

EUROPE OCCIDENTALE

This second edition focuses not only on what consumers buy, but also why they buy, when they buy, where they buy, how they evaluate their purchase, and how they ultimately dispose of it. The authors discuss the effects of family, social class, culture and subculture on the decision making process, and, by taking a psychological approach, illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies.