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Now in its fourth edition, Consumer A European Perspective provides a fully comprehensive, lively and engaging introduction to consumer behaviour. The book links 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 profiling European consumers. This fourth edition offers a cutting edge overview of the consumer behaviour literature and a substantial restructuring of the book's chapters.
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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