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Consumer Psychology for Marketing

Consumer Psychology for Marketing (Paperback)

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The second edition of this successful textbook continues to offer a sophisticated treatment of consumer psychology which is directly related to the concerns of marketing management, especially in terms of market segmentation, product positioning and new product development. It has an international approach that is reflected in language, examples, and scope and it also has a comprehensive and up-to-date coverage of literature and recent research. The new edition takes into account past reviewers' and users' comments by reducing the amount of material on adaptive/innovative cognitive style and replaces this with a wider range of material on the theme of personality and new product phrase. This edition also includes end-of-chapter questions and suggested further reading.

BusinessBusiness & managementSales & marketingMarket researchPhilosophy, Psychology & Social SciencesPsychologySocial, group or collective psychologyPhilosophy, Psychology & Social SciencesSocial issues & processesConsumerism Publisher: Cengage Learning EMEA Publication Date: 25/06/1998 ISBN-13: 9781861523716  Details: Type: Paperback Format: Books
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Gordon Foxall is a Professor of Consumer Research at the Department of Commerce, University of Birmingham and Director of the Consumer Research Unit at the Birmingham Business School. Florida State University, College of Business

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