Consumer Behavior - Hardcover

Mowen, John C.

Hardcover

ISBN 10: 0023846119 ISBN 13: 9780023846113

Publisher: Prentice Hall, 1995

Synopsis

For undergraduate- and graduate-level courses in Consumer Behavior and Consumer Psychology, offered in departments of Marketing, Psychology, Consumer Studies, and MBA programs. The authors' goal in Consumer Behavior, Fifth Edition is three-fold―(1) to provide a current, balanced, and interesting treatment of the field; (2) to fully integrate modern electronic technology into the learning and instruction processes; and (3) to provide students with a means of identifying the managerial relevance of the consumer behavior concepts.

About this title

Synopsis

This edition reflects not only the latest findings in consumer behaviour but also the new directions in research and the emerging trends in the field. The text integrates humanistic/naturalistic and traditional research approaches; addresses cross-cultural processes throughout and in a chapter devoted to the topic; and covers, in-depth, relationship marketing, perceived satisfaction/quality, business-to-business issues, and social, public policy, and ethical issues. This work is intended for use on undergraduate, graduate and MBA courses in Consumer Behaviour and Consumer Psychology.

Edition details

• Publisher: Prentice Hall
• Publication date: 1995
• Language: English
• ISBN 10: 0023846119
• ISBN 13: 9780023846113
• Binding: Hardcover
• Edition number: 4
• Number of pages: 800