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Consumer Behaviour for Marketing Decisions

by Robert East

ISBN-10: 9780133593167
ISBN-10: 0-13-359316-9
ISBN-13: 9780133593167
ISBN-13: 978-0-13-359316-7
Textbook Binding
1997-04-24
Prentice Hall


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Reviews


DIFFICULT to read, awfully unstructured but meaty enough...
If you're new to Consumer Behaviour, DON'T read this. Read a general (a typical textbook will do) text book to gain familiarity with CB concepts. Otherwise, you may feel a wave of nausea coming over you.

It's a book which is not easy to read at all because the structure of the books is rather weak. However, the contents are meaty in that East does not take any theory as THE theory (and neither should we as CB practitioner-academics or academic-practitioners) - therefore he explores and explores (unfortunately a better structure is needed to convey his ideas). He does prove that theories should not be taken for granted and we should constantly test them. Very difficult to read, but has some good points within it if you can read through it.


Easy read
Concepts are sound and clearly illustrated


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