Overview

This volume provides the fundamentals needed to understand the various explanatory systems and methodologies used in the behavior sciences and to evaluate their findings, in particular the literature and findings on buyer behavior. In clear prose, the author discusses the key issues in modern philosophy, psychology, and sociology and their relevance for the student of marketing and buyer behavior. O'Shaughnessy exploits insights from many disciplines as to the many ways to derive understanding of behavioral phenomena, making it accessible not only to academics and students of marketing, but to professionals as well.

Full Product Details

9780195071085

Table of Contents

Reviews

`This is one of those rare contributions to the marketing literature that deserves the attention of all those involved in the profession ... Reading the book from cover to cover is required ... it will teach us much.' Journal of Macromarketing

Author Information

Author of Why People Buy (OUP 1987)

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