This revision of a classic book retains the market segmentation approach that has set the standard for consumer behavior study through 6 editions. Emphasizes the role of technology: the impact of technology on consumers and how they make their buying decisions is integrated throughout the text. For anyone interested in Consumer Behavior.
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The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.
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Book Description Pearson Education, 1999. Hardcover. Book Condition: New. 7th. Bookseller Inventory # DADAX0130841293
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Book Description Pearson Education, 1999. Hardcover. Book Condition: New. book. Bookseller Inventory # 0130841293
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