Consumer Behaviour by Cathy M. Neal, Del I. Hawkins

Condition: Used, Good - Cover worn.

ISBN: 9780074705902 Format: Paperback Edition: 2nd edition Pages: 288 Year: 1998 Publisher: McGraw-Hill

Description: Consumer Behaviour 2/e explores and analyses the far-reaching impact of technology and how it affects marketing strategy, especially in terms of the consumer decision process, and the emergence of an electronic marketplace. This textbook teaches students about the important role the World Wide Web plays both as a marketing tool and as an instrument for consumer analysis. Every chapter includes Internet addresses and references of research studies, interesting sites, and links to corporate and government bodies in Australia and overseas. Consumer Behaviour 2/e reflects the growing influence of services and services research. This expanded services coverage is particularly evident in Chapter 2, Situational Influences, as well as sections dealing with the decision-making process, information search and pre- and post-purchase evaluation. Marketing attempts to influence the ways that consumers behave. Ensuring a well-informed and responsible marketplace requires the combined efforts of consumer lobby groups, government and industry associations.

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