Items related to Consumer Behavior
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.
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Synopsis
Updated to capture the most current thinking and research in consumer behaviour, this book provides comprehensive coverage of this field, without sacrificing its depth of treatment. This new edition utilizes a reorganized format to emphasize both consumer behaviour concepts and managerial issues. Progressing from micro to macro concepts, it begins with the discussion of such individual processes as information processing, learning, and motivation. The text then uses these principles to analyze consumer decision making and the consumer micro-macro environments. In addition, each chapter ends with a short case that relates consumer concepts to managerial strategy.
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