Consumer Behavior : Implications for Marketing Strategy

The third edition of this market-leading text retains a strategic focus on the critical importance of the consumer decision-making process. The authors blend theory with application in a way that enables students to understand how strategy can drive and affect practical marketing decisions. This text provides students with a broad understanding of what drives a range of consumption decisions, and equips them with the knowledge they will need in professional practice. Comprehensive examples of relevant marketing and advertising campaigns enrich the text and help reinforce the key concepts. Since e-commerce and Internet technology has become an integral part of conducting business, the authors discuss the relevance of technology as a vehicle for reaching the consumer, its role in consumer research, the development of marketing strategy, and its impact on the globalisation of consumer markets, throughout the text.