New and updated features of this title New addition of Case Studies, examples, and content, highlight the developments in the contemporary European consumer landscape. A comprehensive list of Case Studies presented at the beginning of the book, organise and outline the learning objectives for your students. Numerous examples of specific applications of consumer behaviour, illustrated by leading practitioners in the field, discuss local, as well as pan-European and global aspects of Consumer Behaviour. New examples and case studies, coming from the European consumer viewpoint, aim to retain the content's European character. Additional advertisements comprise the extensive European material and help your students study the different theoretical characteristics of marketing applications. Brand new Case studies about European companies and topics offer a better insight into the world of Consumer Behaviour. New coverage of sustainable consumption and emerging technologies is integrated into the text. Extensive analysis of the new world of digital consumers, social media, and online behaviour radically redefine the meaning of community and interaction between consumers.