Written for students, scholars, and marketing research practitioners by three qualitative marketing research pioneers, this book takes readers through the basics to an advanced understanding of the state of the art in qualitative marketing and consumer research. The book offers readers a...

Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research

Das international bekannte Lehrbuch Konsumentenverhalten von Michael R. Solomon (Professor für Konsumentenverhalten an der St. Joseph's University in Philadelphia, USA) untersucht die verschiedenen Aspekte des alltäglichen Konsumentenverhaltens. Aktuelle regionale und internationale...