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Consumer behaviour : Building marketing strategy/ Del I Hawkins.

By: Contributor(s): Material type: TextTextPublication details: New Delhi: McGraw-Hill, 2004.Description: xvv,833 p. ; 25 cmISBN:
  • 0070600864
  • 9780070600867
Subject(s): DDC classification:
  • 658.8342
LOC classification:
  • HF 5415.32 .C66 2004
Online resources: Summary: Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions. Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.
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Until now Masters and MBA students have been under-served by books on consumer behaviour. Written by a trusted and respected academic this book includes the psychological and social issues that students cover on their course along with exploration of more quantitative approaches to marketing research and `evidence based' marketing solutions. Readers are supported by pedagogical features such as thought-provoking mini-cases drawn from international sources and accompanying exercises that will draw out key ideas and help consolidate their learning. A website to support the book has an Instructor's Manual that offers PowerPoint slides and answers to the mini cases exercises.

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