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Books > Business & Economics > Business & management > Sales & marketing > Market research
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Consumer Psychology for Marketing (Paperback, 2nd edition)
Loot Price: R1,379
Discovery Miles 13 790
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Consumer Psychology for Marketing (Paperback, 2nd edition)
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The second edition of this successful textbook continues to offer a
sophisticated treatment of consumer psychology which is directly
related to the concerns of marketing management, especially in
terms of market segmentation, product positioning and new product
development. It has an international approach that is reflected in
language, examples, and scope and it also has a comprehensive and
up-to-date coverage of literature and recent research. The new
edition takes into account past reviewers' and users' comments by
reducing the amount of material on adaptive/innovative cognitive
style and replaces this with a wider range of material on the theme
of personality and new product phrase. This edition also includes
end-of-chapter questions and suggested further reading.
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