This book explores the fascinating world of consumer behavior. With a plethora of examples from modern times, the topics are covered in the most up-to-date and balanced way to make them easily understandable for future marketing executives.

The handy conceptual framework at the beginning of each chapter presents the organization of the chapter, the issues analyzed, as well as the relationships between them and with the other chapters, serving as a valuable and beneficial aid in the learning process.

Beyond the rich use of images, diagrams, and tables, each chapter is accompanied by the section "Marketing Extensions" on how various concepts of consumer behavior can be applied in marketing practice, from a glossary on the margins of the pages and from summary-questions for better and easier understanding.