Consumer Marketing, Master Course

Main group 1

• ArticlesCompulsory*
• Peter, J. Paul; Olsen, Jerry C., Consumer behaviour & marketing strategy, Paperback, 8th ed., London, McGraw-Hill, 2007Compulsory* (Out of print. Recommended reading instead is Consumer Behaviour: Building Marketing Strategy by Hawkins, Mothersbaugh and Best.)
• Hawkins, Del I.; Mothersbaugh, David L., Consumer behavior: building marketing strategy, 12. ed., internat. ed., New York, NY, McGraw-Hill Irwin, c2013Compulsory* (Alternative reading for Consumer behaviour & Marketing Strategy, which is out of print.)

* Compulsory