Consumer Behaviour - Softcover

Engel, James F.; Etc.

Softcover

ISBN 10: 0030592429 ISBN 13: 9780030592423

Publisher: Dryden Press, 1982

Synopsis

Providing the reader with access into the mind of the consumer, Understanding Customer Behavior: Marketing Lessons Learned From Understanding the Consumer Experience serves as an ideal supplementary text for marketing and consumer behavior courses. This book provides interesting and entertaining examples, illustrations, and applications to highlight the psychological aspects of marketing. The text is highly accessible to the casual reader, with concentrated "Gold Nuggets" that summarize the major concepts and themes of each section. The book need not be read chapter by chapter. Instead, the unique organization of the content allows the reader's personal interests to guide his or her journey through the book. Understanding Customer Behavior is an interactive text that includes both a collection of Internet sites illustrating consumer behavior principles and Web exercises to help students grasp key concepts. A companion Web site provides additional links that include an online "Reading Room" and "Marketing Careers" Web page.

About this edition

• Publisher: Dryden Press
• Publication date: 1982
• ISBN 10: 0030592429
• ISBN 13: 9780030592423
• Binding: Paperback
• Edition number: 4
• Number of pages: 700