Designed for consumer behaviour courses, this text aims to be current, hip and engaging, while reflecting the latest research. New to this edition are such features as: an expanded focus on online consumer behaviour; and treatment of topics including virtual communities, virtual marketing, and e-commerce. The book includes such concepts as Gen Y consumers, cultural capital, guerilla marketing, meme theory, and diffusion of hip hop fashions.
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Using a lively writing style, examples that relate directly to students as consumers, and "cutting-edge" research, this critical examination of marketing practices -- explains why people buy things and how products, services, and consumption activities contribute to the broader social world that consumers experience.From the Back Cover:
This book explores the many facets of consumer behavior. Its current coverage and engaging writing style reflect the latest research and hip trends. Chapter topics look at consumers as individuals and decision-makers, income and social class, various subcultures, and cultural influences on consumer behavior. This edition expands its focus on online consumer behavior and contains new topics such as virtual communities, virtual marketing, e-commerce For individuals with an interest in the attitudes and activities of today's buyer in the marketplace.
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Book Description Prentice Hall, 2007. Hardcover. Book Condition: New. 5th. Bookseller Inventory # DADAX013091360X
Book Description Prentice Hall, Upper Saddle River, NJ, 2002. Hardcover. Book Condition: New. 5th Edition. Brand New, Has a very minor lower front corner bump. Quantity Available: 1. Category: Economics; ISBN: 013091360X. ISBN/EAN: 9780130913609. Pictures of this item not already displayed here available upon request. Inventory No: 1560738267. Bookseller Inventory # 1560738267
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