A unique perspective on consumer information-processing, decision-making and buying patterns is emphasised through the lens of culture, family, media and values. This perspective will inform academics in the marketing field as well as industry practitioners on how customised marketing strategies can be developed to effectively reach each consumer.
The significant impact of the growth of the millennial market segment, the use of digital technology, and access to shared experiences through social media and other online channels, is also explored.
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A unique perspective on consumer information-processing, decision-making and buying patterns is emphasised through the lens of culture, family, media and values. This perspective will inform academics in the marketing field as well as industry practitioners on how customised marketing strategies can be developed to effectively reach each consumer.
The significant impact of the growth of the millennial market segment, the use of digital technology, and access to shared experiences through social media and other online channels, is also explored.
Imprint | Juta Legal and Academic Publishers |
Country of origin | South Africa |
Release date | December 2017 |
Availability | Supplier out of stock. If you add this item to your wish list we will let you know when it becomes available. |
Authors | M. Roberts-Lombard, S. Brijball Parumasur |
Dimensions | 246 x 168 x 23mm (L x W x T) |
Format | Paperback |
Pages | 428 |
Edition | 4th ed |
ISBN-13 | 978-1-4851-2514-3 |
Barcode | 9781485125143 |
Categories | |
LSN | 1-4851-2514-6 |
Course Code | MNM2605 |