Book Description

Now in its seventh edition, Consumer Behaviour: A European Perspective provides the
most comprehensive, lively and engaging introduction to the behaviour of consumers inEurope and around the world.The new slimline edition has 13 chapters, maintaining its breadth of coverage and making itideal for second- and third-year undergraduates as well as Masters students.The book links consumer behaviour theory with the real-life problems faced by practitionersin many ways:Marketing opportunity, Marketing pitfalls and Multicultural dimensions boxesthroughout the text illustrate the impact consumer behaviour has on marketingactivities.Consumer behaviour as I see it boxes feature marketing academics talking about therelevance of consumer behaviour issues to their everyday work.Brand new Case studies about European companies and topics give deep insights intothe world of consumer behaviour.New coverage of sustainable consumption, emerging technologies, social media andonline behaviour is woven throughout this edition.Online materials including multiple-choice questions and links to useful websites areavailable on the books website at www.pearsoned.co.uk/solomon