Customer behaviour

This full-colour publication provides the latest insights into the central theme of marketing and sales - what influences customer behaviour. You will learn what and how influences customer decision-making, what is the customer's relationship to the product, brand, packaging and price of the goods and what else influences the customer. You will learn about consumer types and their behaviour and gain new information about neuromarketing and how it can be used to analyse purchasing behaviour. Practically oriented knowledge is intertwined with examples from Czech and foreign practice. The book is intended especially for marketing managers, specialists and university students.