Consumer Behaviour  (Paperback, Zubin Sethna, Jim Blythe)

A rigorous yet informal companion for students of international consumer behaviour focusing on sociological and psychological aspects of the subjects. Academically rigorous yet informal in style, this unique textbook focuses on examples of international consumer behaviour in action and provides a wealth of resources to encourage student engagement and understanding. This book strikes a balance between sociological and psychological aspects of consumer behaviour and features coverage of social media, digital consumption and up-to-date marketing practices. A must-have companion for students studying consumer behaviour and buyer behaviour, this book will also strike a chord with practicing managers and marketing executives.