A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Taking a market segmentation approach, this latest edition of a respected text carefully balances consumer behaviour concepts, research and applied marketing examples.
A note on book covers: while we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Insightful guide on market segmentation and consumer actions.
Who is this book for?
This book is a fantastic resource for anyone curious about what drives consumer choices. It combines solid research with real-world marketing examples, making complex concepts engaging and easy to understand. If you're interested in understanding how markets target different groups, this book offers valuable insights.
