Cases in Consumer Behaviour
Contributors: Gerrit Antonides (Editor); W. Fred van Raaij (Editor)
Publisher: Wiley
Published: July 16, 1999
Language: eng
Format: Paperback
Number of pages: 180
ISBN-13: 9780471987819
Subjects: Market research; Consumer Behavior; Business & Economics; Business / Economics / Finance; Marketing - Research; Business/Economics; Europe; Consumer Behavior - General; Advertising & Promotion; Business & Economics / Consumer Behavior; Case studies; Consumers
First sentence: In March 1998, the third in a series of sexually charged ads for Diet Coke was launched on the Irish market.
Description: "Contains a selection of case studies which examine different aspects of the behaviour of European consumers. These case studies consider, amongst other issues, personal consumer decisions and interactive household decision making; cultural and social effects on consumer behaviour; new product development and diffusion in different countries; marketing communications; and consumer satisfaction and welfare."