Marketing Project

Marketing Project

Schiffman, Leon, D?Alessandro, Steven, O?Cass, Aron, Bednall, David, Paladino, Angela and Kanuk, Leslie (2011) Consumer Behaviour, 5th Edition, Pearson Education Australia.

This book above you can use like your only theories source. In this book, you can use theory of EMOTIONAL ADVERTISING APPEALS includes Fear Appeals, Humour in advertising, Agony advertising, Abrasive advertising, and Sex advertisng (in Chapter 7 or 8 named Social Influences on buyer bahaviour) You can use medicine is an example to compare and contract how theories of consumer behaviour as discussed in Schiffman applies to South Korea and how it differs from that in Australia. Show how this may provide a marketing opportunity for an Australian exporter.

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