Consumer Behaviour and PR

McCarthy, Breda (2016) Consumer Behaviour and PR. Bookboon, London, UK.

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[Extract] Consumer behaviour is a discipline, in the social sciences, which deals with why consumers buy, or do not buy, products or services. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires (Solomon, Russell-Bennett and Previte, 2013). Why should managers, advertisers or other marketing professionals study consumer behavior? Very simply, understanding consumer behavior makes good business sense. The marketing concept asserts that organisations need to satisfy the needs of consumers if they are to survive and thrive in today's world. Marketers can only satisfy these needs to the extent that they understand the people, or organisations, that will use the products and services they sell.

Item ID: 39440
Item Type: Book (Teaching Material)
ISBN: 978-87-403-1232-4
Keywords: consumer behaviour, public relations
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Date Deposited: 30 Jul 2015 01:59
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 100%
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