Consumer Behaviour in a Week (Paperback, 2nd Ed)

With the minimum of jargon, this book presents the fundamental principles derived from sound research. Outlines of these principles are then followed by advice on their practical implications. Each day a different aspect of behaviour or marketing is covered, looking at: basic psychological processes of consumers and their implications; consumers' attitudes to money; purchasing behaviour; different types of consumer; product branding and retailing; advertising; negative effects of consumption.