Publisher's Synopsis
The overriding aim of this book is to show the relevance and applicability of the subject under discussion to marketing decisions in such a way that the book will appeal to students as well as practitioners. Practitioners will be able to gain useful insights from the comments about marketing significance of concepts, techniques and methods throughout the text.;The book shows how the systematic study of consumer behavior provides insights of fundamental value to the development of marketing strategies. Each subject area is discussed in detail in terms of its usefulness to the marketer - what information it provides, how the information can be used, and how it relates to other areas of information.
