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Consumer behaviour / Isabelle Szmigin and Maria Piacentini
Livre
Edité par Oxford University Press - 2018 - 2e édition
La 4è de couv. indique : "The ideal introduction to consumer behaviour offering complete coverage, worldwide examples, and marketing perspectives from a range of individuals and organizations. Leading research is woven throughout and complemented by practitioner insights, consumer insights, research insights, and case studies. This edition offers brand new coverage of ethics and sustainability, and enhanced coverage of digital consumer behaviour. Extensively refreshed examples include interactive advertising on Snapchat, social media marketing by Maybelline in China, use of augmented technology by L'Oreal, and culturally reflective advertising by McCain."
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