Description
Management is an international science whose boundaries are as wide as the work men do and the organizations they work in. Penguin modern management Readings bring together leading articles and extracts, presented and edited by distinguished authorities, from every field of management work and education. Each volume of Readings contains General and Part Introductions, a Further Reading list and Author and Subject Indexes.
Most societies strive to raise their standard of living, and in doing so they consume more. In many countries people are already consumers of an enormously wide range of goods and services. Both social policy questions and industrial marketing problems therefore demand an understanding of consumer behaviour
The Readings in this volume examine the way in which the private consumer's behaviour varies in response to the products and brands, distribution channels pricing policies and promotion to which he is exposed The first two Parts concern the buying of non-durable goods and consumer motivation. Part Three deals with consumer durables, with an emphasis on forecasting demand Part Four looks at same of the modern forms of economic analysis of demand, supply and price.
