The only Australian-adapted marketing text that utilises up-to-date content and provides a multi-perspective approach for students and instructors. Readers are provided with a balanced look of the complexity of consumer behaviour theory with the need to make sense of the concepts for the real world. The ideas presented are grounded in real-world examples to bring to life the research upon which the text is built. A blend of contemporary and distinctive theories have been integrated, representing cognitive, emotional, behavioural and cultural schools of thought throughout the book.

Includes index.