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Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore…

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Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts. This book explores how they come about, what defines them, and what they mean to society, institutions, and companies. Parment…

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Changing Cultures brings together a selection of challenging essays which have their roots in the fertile convergence of feminism, sociology and cultural studies. Themes include the assessment of feminist theory, its transformations and its ability to illuminate…

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By examining the interface between consumer behavior and new product development, People and Products: Consumer Behavior and Product Design demonstrates the ways in which consumers contribute to product design, enhance product utility, and determine brand…

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After years of study in the area of consumer behavior, Mullen and Johnson bring together a broad survey of small answers to a big question: "Why do consumers do what they do?" This book provides an expansive, accessible presentation of current psychological…

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$83.90

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All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical…