Consumer Behaviour: A European Perspective provides the most comprehensive, lively and engaging introduction to the behaviour of consumers in Europe and around the world. Ideal for second- and third-year undergraduates as well as Master's students.
It has never been more important for businesses to operate within a framework of strategic planning and decision making. This popular introductory text teaches you how to make the best choices in managerial and other business roles.
Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, this continues to be the definitive marketing communications text.