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Consumer behaviour : a European perspective / Michael R. Solomon, Gary Bamossy, Soren Askegaard, Margaret K. Hogg
Livre
Edité par Pearson Education. New York - 2013 - Fifth edition
Now in its 5th edition, Consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to consumer behaviour. The book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure also provides a multi-disciplinary approach, including the latest data to profile European consumers. This book is ideal for second and third year undergraduate marketing students, undergraduate students taking a consumer behaviour module as part of a business course and postgraduate students on masters courses in marketing.
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