Part 1: Historical and current perspectives on comsumption : 1. A historical context for understanding consumption; 2. Contemporary perspectives on consumer behaviour. Part 2: Micro-view of consumption; 3. Decision-making and involvement ; 4. Learning and memory ; 5. Perceptual processes ; 6....

Uniting marketing theory and practice in a consumer-centric approach, this book challenges the lip service usually paid to this concept and demonstrates that a fundamental understanding of the consumer is critical to the future of effective marketing