Blending local, national and international experiences and knowledge, Solomon creates a comprehensive guide to consumer behaviour. It is the only Australian-adapted marketing text utilising up-to-date content and providing a multi-perspective approach.
Readers are shown the complexity of consumer behaviour theory and are prompted to make sense of the concepts in the real world. The ideas presented are grounded in real-world examples to bring to life the research upon which the text is built. A blend of contemporary and distinctive theories have been integrated, representing cognitive, emotional, behavioural and cultural schools of thought throughout the book.
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