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Basics Marketing 01: Consumer Behaviour, Paperback / softback Book

Basics Marketing 01: Consumer Behaviour Paperback / softback

Part of the Basics Marketing series


"Basics Marketing: Consumer Behaviour" highlights the impact of the digital world on consumer behaviour, and how it has created a borderless marketplace.

The content flows from a micro orientation, focusing on the consumer as an individual, through to a macro approach, which examines how consumers function within a group setting and how this affects their behaviour.

Early chapters draw heavily from psychology while the latter chapters lead students through sociology and anthropology theories.


  • Format: Paperback / softback
  • Pages: 176 pages, 200 colour illustrations
  • Publisher: Bloomsbury Publishing PLC
  • Publication Date:
  • Category: Sales & marketing
  • ISBN: 9782940373840



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