Now in a completely revamped second edition, the authors of Customer Behavior have adapted the content, length, and end-of-chapter materials to produce a new text that is tailored specifically to upper level 4-year, or graduate level programs. Its managerial approach focuses on the household consumer and on the business customer. This text goes beyond the conventional subject matter of consumer behavior textbooks, focusing not only on the role of customers as buyers, but also on their roles as users and payers.
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Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School and the founder of the Center for Relationship Marketing (CRM) at Emory University. Prior to his present position, he was the Robert E. Brooker Professor of Marketing at the University of Southern California and the founder of the Center for Telecommunications Management; the Walter H. Stellner Distinguished Professor of Marketing at the University of Illinois, and on the faculty of Columbia University, as well as the Massachusetts Institute of Technology. Dr. Sheth is nationally and internationally known for his scholarly contributions in Consumer Behavior, Marketing, Global Competition, and Strategic Thinking. Jag has published more than 200 books and research papers in different areas of marketing. His book The Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He is also a co-author of Marketing Theory: Evolution and Evaluation (1988), Consumption Values and Market Choices (1991), Clients for Life (2000), ValueSpace: Winning the Battle for Market Leadership (2001), and The Rule of Three (2002). Professor Sheth has worked for numerous industries and companies in the United States, Europe, and Asia, both as an Advisor and as a Seminar Leader. His clients include AT&T, BellSouth, Comstream, Cox Communications, Ford, Motorola, Nortel, 3M, Whirlpool, and many more. He has offered more than 6,000 presentations in at least 20 countries.
Banwari ('Ban') Mittal holds a Ph.D. in marketing from the University of Pittsburgh, with specialization in consumer choice process. Currently, he is a member of the marketing faculty and Northern Kentucky University where he teaches consumer behavior, advertising and promotion, services marketing, and marketing management. He has previously taught at University of Pittsburgh, State University of New York at Buffalo, and University of Miami. His research topics deal with consumer attitudes and response to marketing communications and promotions, and to services marketing programs. His papers have been published in the Journal of Marketing, Journal of Marketing Research, Journal of Economic Psychology, Psychology and Marketing, Journal of Retailing, Journal of Market-focused Management, Journal of Applied Social Psychology, Journal of Services Marketing, Health Care Marketing, and Journal of Consumer Marketing, another others. He also serves on the editorial board of Psychology and Marketing. Ban's current passion is understanding what constitutes a market value for the customer.
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