Consumer Psychology for Marketing

The 2nd edition of this successful book continues to offer a sophisticated treatment of consumer psychology which is directly related to the concerns of marketing management, especially in terms of market segmentation, product positioning & new product development. It has an international approach which is reflected in language, examples, & scope & it also has a comprehensive & up-to- date coverage of literature & recent research.The new edition reduces the amount of material on adaptive/innovative cognitive style & replaces this with a wider range of material on the theme of personality & new product phrase. Also the new edition includes suggested further reading.