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Basics Marketing 01: Consumer Behaviour
B a s i c s M a r k e t i n g : C o n s u m e r B e h a v i o u r i s t h e f i r s t t i t l e i n t h e n e w B a s i c s M a r k e t i n g s e r i e s . U s i n g r e a l - w o r l d e x a m p l e s , t h i s b o o k c o n s i d e r s t h e m a n y d i f f e r e n t c o n s u m e r s a r o u n d t h e w o r l d a n d h o w t h e i r c o n s u m p t i o n b e h a v i o u r s d i f f e r . T h e b o o k h i g h l i g h t s t h e i m p a c t o f t h e d i g i t a l w o r l d o n c o n s u m e r b e h a v i o u r , a n d h o w i t h a s c r e a t e d a b o r d e r l e s s m a r k e t p l a c e . T h e c o n t e n t f l o w s f r o m a m i c r o o r i e n t a t i o n , f o c u s i n g o n t h e c o n s u m e r a s a n i n d i v i d u a l , t h r o u g h t o a m a c r o a p p r o a c h , w h i c h e x a m i n e s h o w c o n s u m e r s f u n c t i o n w i t h i n a g r o u p s e t t i n g a n d h o w t h i s a f f e c t s t h e i r b e h a v i o u r . E a r l y c h a p t e r s d r a w h e a v i l y f r o m p s y c h o l o g y w h i l e t h e l a t t e r c h a p t e r s l e a d s t u d e n t s t h r o u g h s o c i o l o g y a n d a n t h r o p o l o g y t h e o r i e s .
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