1. The Nature of Consumer Behaviour 2. Customer–Meaning and Classification 3. Building Customer Satisfaction Through Quality, Service and Value 4. Customer Lifetime Value and Profitability 5. Customer Relationship Management : Tool for Attracting and Retaining Customer’s 6. Influence of Culture on Consumer Behaviour 7. Social Factors Influence on Consumer Behaviour 8. Personal and Psychological Forces Affecting Consumer Behaviour 9. Customer Buying Decision Process 10. Theories of Consumer Buying Dicision 11. The Nature of Organisational Buying 12. Analysis of Business Buying Process.