Material Detail

Consumer Behaviour and PR

Consumer Behaviour and PR

This book provides an overview of consumer behaviour and public relations. Consumer behavior is the study of the processes involved in the purchase, use and disposal of products or services. The aim of public relations is to build positive relations between an organisation and its stakeholders. This textbook is an introductory textbook and it is aimed at undergraduate students of marketing. Each chapter in the textbook is enhanced by a series of...

Show More


More about this material


Log in to participate in the discussions or sign up if you are not already a MERLOT member.