• Summary
  • Contents
  • Subject index

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Reference Group
Reference group

A group is two or more persons who share a set of norms and whose relationship makes their behaviour interdependent. A reference group is ‘a person or group of people that significantly influences an individual's behaviour’ (Beardon and Etzel, 1982). The reference groups to which people belong provide standards or norms by which they judge their attitudes and behaviour.

Most people prefer to be part of a group, in fact most people are members of several groups. The desire to fit in with the group occurs either through politeness or through a desire to be included in group activities. Particularly when associating with groups ...

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