Buyer Behaviour: A Multi Cultural Approach - Couverture souple

J. Du Plessis, P.

Couverture souple

ISBN 10 : 0195784316 ISBN 13 : 9780195784312

Editeur : Oxford University Press Southern Africa, 2003

Synopsis

What makes a shopper buy one brand of frozen food in preference to another? Does the race or cultural background of the shopper make any difference to the choice? What role does price pay in purchasing decisions? These are just some of the many difficult questions discussed - and answered - in the third edition of this classic on southern African consumer marketing. The authors explain the short but dynamic evolution of consumer behaviour, and propel the reader to a detailed analysis of demographic data key to South Africans buying decisions, and an in-depth look at the effect of diversity on customer choice. For students or practitioners of marketing, advertising or marketing communications, the third edition of Buyer Behaviour offers not only a thorough theoretical grounding in the subject but also practical, up-to-date information essential to making informed decisions about marketing strategy in a multi-cultural environment.

Détails de l'édition

• Éditeur: Oxford University Press Southern Africa
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0195784316
• ISBN 13: 9780195784312
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 450
• Coordonnées du fabricant: non disponible
• Personne responsable: Ufficio Anagrafiche Messaggerie; ufficio.anagrafiche@meli.it; ; Via Verdi, 8; Assago Milano; 20090; Italie