PublishedPearson Education, May 2007 |
ISBN9780733981159 |
FormatSoftcover, 305 pages |
Why do buyers make the decisions they do, and how can marketers influence these decisions? Now in its second edition, Buyer Behaviour: Implications for Marketing introduces the fundamentals of buyer/consumer behaviour and their relationship to marketing.
The text explores the influences of group, social, family, life cycle and individual psychological aspects on consumer decisions - and the resulting implications for marketers. While this text covers the standard areas applied to both consumer and buyer behaviour, it differs from most text by including more material and exclusive research in the areas where the buyer and the user are separate, for example in 'business to business' selling.
