Connecting to the cultural consumer: The MONA FOMA experience (from Chapter 5: Understanding Consumer and Business Buyer Behaviour)

Abstract

Book Description - The 5th edition of Principles of Marketing makes the road to learning and teaching marketing more effective, easier, and more enjoyable than ever. Its streamlined approach strikes a careful balance between depth of coverage and ease of learning. The 5th edition’s brand new learning design—with an integrative Concept Map at the start of each chapter, and insightful author comments throughout—enhances student understanding. When combined with a completely new MyMarketingLab, our online homework study tool, Principles of Marketing ensures that your students will come to class well prepared and leave class with a richer understanding of core marketing concepts, strategies, and practices.