Consumer behaviour : implications for marketing strategy /
Cathy Neal.
- Australian ed of 4th revised ed ed.
- [S.l.] : McGraw Hill Higher Education, 2004.
- 704 p. ; 26 cm.
Paperback.
"Consumer Behaviour", the market leading text by Cathy Neal and Pascale Quester, is now even more current, more lively and more relevant. The changes are apparent in every chapter; there are new cases, engaging vignettes, and interesting advertisements to illustrate theoretical concepts and motivate student thinking. There is a greater focus on technology issues, with boxed examples covering e-Consumer and globalisation issues. The reinvigorated design is fresh and contemporary, intended to both engage students and enhance their comprehension of the key concepts. The strategic and decision-making focus of this text remains, as does its excellent readability and appropriate level. McGraw-Hill now offers a new complete learning package that includes an exciting set of Australian/NZ/US video clips. A new Instructor's CD-ROM is also available, with annotated advertisements and all tables and figures in PowerPoint.