"Informed by psychological theory and supported by research, this book provides an overall understanding of consumer behaviour and underlying thought processes. Psychology is central to an effective understanding of consumer behaviour, and this book shows how it can be used to e…
Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers.
by Hodges, Christopher J. S., Benöhr, Iris, Creutzfeldt-Banda, Naomi
This volume analyses the theory and practice of European consumer protection in the context of consolidation initiatives seen, inter alia, in the revision of the consumer acquis, the draft Common frame of reference and the proposal for an EU Consumer rights directive. The issues…
