This new handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions.

This handbook focuses on core micro organizational behaviour issues, providing students and scholars with an insightful and wide-reaching survey of the state of the field.

Designed to help foster ethically and socially responsible behavior in marketing, the book reviews the tough ethical issues that marketing managers must face in both operational and strategic areas, and covers the major dimensions of all marketing activities. It contains specific managerial and strategic recommendations in every chapter and is written from a managerial viewpoint.

The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.