This book is concerned with the application of the behvioural
sciences, notably social psychology and sociology, to the study of
consumer behaviour. The emphsisi throughout is on making these
sciences practical for the markeitng manager by focusing on thos
aspects of consumer behaviour which provie useful for managerial
decision-making. The introduction defines the scope of the book in
these terms and outlines a model fo the consumer buying process.
The book conlcudes with detailed models of consumer choice.
General
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