Over the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible

This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21

Abstract: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing st

Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, it inc

Based on ongoing research at IDRAC Business School (France) and drawing from guest lectures at international partner universities, this volume discusses the cha