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Consumer Behaviour: Implications for Marketing Strategy
Author: Neal, Cathy; Quester, Pascale; Hawkins, Delbert
Summary
Consumer Behaviour, the market leading text by Cathy Neal and Pascale Quester, is now even more current, more lively and more relevant. The changes are apparent in every chapter; there are new cases, engaging vignettes and interesting advertisements to illustrate theoretical concepts and motivate student thinking. There is a greater focus on technology issues, with boxed examples covering e-consumer and globalisation issues. The reinvigorated design is fresh and contemporary; intended to both engage students and enhance their comprehension of the key concepts. The strategic and decision-making focus of this text remains, as does its excellent readability and appropriate level. McGraw-Hill now offers a NEW complete learning package that includes an exciting set of Australian/NZ/US video clips. A new Instructor?s CD-ROM is also available, with annotated advertisements and all tables and figures in PowerPoint.
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