内容简介：
Customer or "consumer" behaviour is an essential aspect of both marketing and industrial psychology courses - an aspect that needs to be looked at in terms of local contexts. "Customer Behaviour" has been specifically written to meet the needs of southern African universities, technikons and private colleges. While providing the student with a thorough theoretical grounding, the book moves swiftly into southern African marketing and business scenarios, and focuses on current and future issues, both nationally and internationally.