Organizational Behavior > eBook-PDF > [eBook][PDF] Consumer Behaviour Buying, Having, Being 8th Canadian Edition, By Michael Solomon, Kell (All)

[eBook][PDF] Consumer Behaviour Buying, Having, Being 8th Canadian Edition, By Michael Solomon, Kelley Main, Katherine White, Darren Dahl

Document Content and Description Below

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. In addition to understanding why people b... uy things, we try to appreciate how products, services, and consumption activities contribute to the broader social world we experience. Whether shopping, cooking, cleaning, playing basketball, hanging out at the beach, or even looking at ourselves in the mirror, our lives are touched by the marketing system. And, as if these experiences weren’t complex enough, the task of understanding the consumer multiplies dramatically when a multicultural perspective is taken. Consumer Behaviour: Buying, Having, and Being also emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing are based on the practitioner’s ability to know people. After all, if we don’t understand why people behave as they do, how can we identify their needs? If we can’t identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used—perhaps by alert strategists after taking this course! [Show More]

Last updated: 1 year ago

Preview 1 out of 752 pages

Buy Now

Instant download

We Accept: