Abstract:
This is the revised and expanded version of the first edition, this time in
English. The reason for the English edition lies in the fact that more and
more institutions, especially for university education, are introducing
lectures in English with the aim of internationalization and integration into
the European flow and principles of mobility and international exchange of
students and professors. Therefore, this is our attempt to partly contribute
to these processes, as well as to bring our book closer to more readers.
Nevertheless, the main goal of this book is still to provide an insight into
the contemporary concept of consumer behaviour. Today, marketing
studies must include analysis and understanding of consumers, which is
the precondition of successful marketing. Understanding consumers is not
simple, as can be shown by numerous examples of failures on the market.
Servicing consumers in the spirit of marketing primarily involves being
familiar with the theoretical principles of human behaviour, in both a
social and individual context. On the other hand, the practical component
of behaviour, as well as experiences and results from the past are also
important elements in determining the problem. Therefore, this book is a
cross-section between theoretical and practical components which aim to
introduce readers and students to the wealth of existing knowledge.
