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European Perspectives in Consumer Behaviour

Опубликовано на портале: 26-02-2004
New York: Prentice-Hall, 1997, 352 с.
Presents a selection of contributions on the subject of consumer behaviour and reflects the variety of consumer research currently going on in Europe. The text covers emerging perspectives such as addictive consumption, environmental concerns and tactile communication.

With titles such as, "The Changing Consumer in the European Union," "How Consumers Trade Off Behavioral Costs and Benefits," and "Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance, and Retailer Reputations as Signals of Product Quality," this book offers a unique collection of forty of the most well-known and influential European consumer behavior papers from the last twenty years. Covers the four key areas of the foundations of consu mer behavior, individual processes, social influences, and alternative approaches. For professionals in the fields of marketing, sales, and market research.