Understanding consumer behaviour is essential for successful marketing. This book outlines the fundamental principles of the subject and offers advice on their practical implications. Every day a different aspect of behaviour or marketing is covered, from consumers' psychology to advertising.
Sue Cave has worked as an occupational psychologist, and is presently employed in education at an associate college of the University of Kent. She is an experienced lecturer and examiner in psychology at all levels, and has published texts on environmental psychology and therapeutic approaches in psychology, as well as a range of materials for teachers.