Description
This book covers the syllabus for the Behavioural Aspects of Marketing Certificate paper of the Chartered Institute of Marketing. It has been deliberately written to be as user-friendly as possible and contains many useful aids for the student. Each chapter consists of learning objectives, the theoretical background, exercises (one set for applying the material to the marketing of a wide range of different products and the other to encourage the reader to apply the material to their own work and organization), issues to consider, current examples, implications for marketing and recent examination questionsThe text is divided into sections covering social sciences. people as individuals, people in groups, people in society and people in organizationsWhile Consumer Behaviour has been designed to meet the needs of the CIM student, it will also be of immediate relevance to undergraduate and Higher National business studies students.ISBN:9780750605496
