Consumer Behavior - Buying, Having, and Being (Paperback, International edition)

Looking at consumer behaviour, this book emphasizes the ways in which marketing activities influence the lives of everyday people. It highlights the strategic advantages that marketers realize when they understand their consumers. The author aims to explain advanced concepts in a readable style; advertisements and other supplementary material reinforce the text which offers current research and embeds consumer behaviour in a social context. An instructor's manual and study guide are available.