Consumer Behaviour - Hardcover

Hoyer, Wayne D.; MacInnes, Deborah J.

Hardcover

ISBN 10: 0618643729 ISBN 13: 9780618643721

Publisher: Houghton Mifflin, 2006

Synopsis

Useful for a course in Consumer Behaviour, this book is taught at both the undergraduate and graduate levels. The primary market for this text is the undergraduate CB course, although it may be appropriate for some graduate-level courses. Consumer Behaviour is a key subject for marketing majors. The course is usually an elective for business majors and introduction to marketing is a prerequisite. The main goal of the course is to provide students with a psychological and cultural/anthropological understanding of what motives consumer behaviour. A key trend in this market is to ground key concepts and theories to the practical world of marketing, exploring the ways in which marketing executives use their knowledge of consumer behaviour to strategically market their products. This trend is expected to continue for the foreseeable future.

About this edition

• Publisher: Houghton Mifflin
• Publication date: 2006
• ISBN 10: 0618643729
• ISBN 13: 9780618643721
• Binding: Hardcover
• Edition number: 4
• Number of pages: 672