Noel, HaydenUnknown
AVA Publishing SA (Lausanne, 2018) (eng) English9781350088825Basics marketing 1st ed.MARKETING; UnknownBasics Marketing 01: Consumer Behaviour examines the relationship between consumers and culture, and the impact of current trends on consumer behaviour. It explores the different ways in which consumers around the world respond to marketing strategies, examining the interpretation of new stimuli using existing knowledge, and how both new and remembered knowledge combine to influence purchasing behaviour.
Finally, there is a detailed examination of the influence of ethnicity, religion, class, age and gender on consumers’ actions and the importance of understanding the challenges and diversity of a global marketplace.
Physical dimension
1 online resource (176 p.)Unknownill.
Summary / review / table of contents
Front matter
1. What is consumer behaviour? 10–39
2. Ethnic, religious and group influences 40–65
3. Class, age and gender influences 66–87
4. Consumer motivation, perception and attitude 88–105
5. Consumer knowledge and memory 106–131
6. The consumer as a decision maker 132–161
Back matter