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About the Book: This book, Consumer Behaviour and Advertising Management, is addressed primarily to the students pursuing courses in management in universities

This book is designed to familiarise readers with a wide range of managerial issues faced by modern advertising strategies in planning, implementing, and contro

This book is an honor to the many important contributions of Herbert Krugman, past president of APA, The Division of Consumer Psychology and The Association for

Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior te

First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.