Material Detail

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 case studies, both global and Australian, which reflect the changing nature of the marketplace. The textbook also covers contemporary topics such as digital media, social media marketing, sustainable marketing, greenwashing and ethics.

NOTE:  This is a BookBoon publication and you have to provide your email address to access it. Free for students. Others can read free for 30 days. Join for $5.99 per month.

This will delete the comment from the database. This operation is not reversible. Are you sure you want to do it?

Thank you for reporting a broken "Go to Material" link in MERLOT to help us maintain a collection of valuable learning materials.

If you feel this material is inappropriate for the MERLOT Collection, please click SEND REPORT, and the MERLOT Team will investigate. Thank you!

You are being taken to the material on another site. This will open a new window.

Do not show me this again