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Published: 12 November 2015

728 Pages


ISBN: 9780198095927

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This text is published by OUP Higher Education Division

Consumer Behaviour

Includes online buying trends

Dinesh Kumar

  • Capturing the essence of issues faced by marketers in different national and global companies are sections on Marketing, Global, research and Ethical Insights
  • Chapters open and end with case studies on big brands such as Shoppers Stop, LOreal, Woodlands, Tommy Hilfiger to explain strategic decisions of marketers based on their understanding of consumer aspirations
  • Small and large research ideas have been presented in CB in Action boxes to stimulate students to think of solutions to real life problems
  • Key terms with definitions have been provided to serve as a quick review guide of important topics covered in the chapter

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