RM29.90
by Amily Fikri
Out of stock
ISBN: 9789834713836Format: HardbackTotal Pages: 240By: Annabel Teh-GallopPublisher: ITBMPublication Year: 2018Weight (kg): 1.6---------------Consumer Behaviour is specially written for diploma- and degree-level business students at the local tertiary institutions, especially students majoring in marketing. Spanning twelve chapters, this book presents the fundamental concepts of consumer behaviour in an easy-to-understand and accessible manner. Each chapter is also accompanied by comprehensive discussions on how the concepts are applied in real-world situations. In addition, the text is enriched with examples from Malaysian scenarios to improve the understanding of how consumer behaviour is applied in local settings.