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This exciting new edition of Maclaran and Parsons acclaimed consumer behaviour textbook is updated to include the most current contemporary issues whilst retaining its unique thematic 12-part structure, making it ideal for one-semester courses.
Renowned thought leaders Pauline Maclaran and Liz Parsons have assembled a world-class team of writers, to each cover one key "buzzword" in consumer behaviour studies: building brand cultures, gender, ethics, sustainability and more. This thematic approach builds a broad understanding consumer behaviour though a lively and accessible focus on a variety of culturally relevant topics. Each chapter includes a range of teaching materials at the end of the chapter: a case study, questions for discussion and class exercises. New to this edition are:
Integrated coverage of social media marketing and new sections on experiential marketing and charity marketing
Brand new real-life case studies to accompany each chapter
A brand new suite of instructor resources online, including Powerpoint slides and testbank questions
This short textbook provides a complete off-the-shelf teaching packagefor Masters, MBA and advanced undergraduate modules in marketing and consumer behavior and a useful resource for dissertation study at both undergraduate and postgraduate levels."
- Published on: 2016-02-08
- Original language: English
- Number of items: 1
- Dimensions: .0" h x .0" w x .0" l, .0 pounds
- Binding: Paperback
- 232 pages
About the Author
Liz Parsons is Reader in Marketing at Keele University, UK
Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway University, UK
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