Consumer Behavior: Concepts and Applications

David L. Loudon, Albert J. Della Bitta

ISBN 10: 0070387583 / ISBN 13: 9780070387584

Published by McGraw-Hill Companies, 1984

About this Item

: Este libro de texto universitario explora los conceptos teóricos del comportamiento del consumidor y la investigación de marketing, junto con sus aplicaciones prácticas. A través de sus capítulos, se examinan los fundamentos y modelos para evaluar el comportamiento del consumidor, el impacto de las estrategias de marketing, las influencias ambientales (culturales, subculturales, de clase social, familiares y personales), los determinantes específicos del comportamiento del consumidor (motivación, aprendizaje, memoria, autoconcepto, actitudes) y los procesos de decisión de compra. Incluye estudios de caso y preguntas de discusión. EAN: 9780070387584 Tipo: Libros Categoría: Negocios y Economía Título: Consumer Behavior: Concepts and Applications Autor: David L. Loudon| Albert J. Della Bitta Editorial: McGraw-Hill Inc.,US Idioma: en Páginas: 727 Formato: tapa blanda. Seller Inventory # Happ-2025-01-27-d6e9b5eb

Bibliographic Details

Title: Consumer Behavior: Concepts and Applications

Publisher: McGraw-Hill Companies

Publication Date: 1984

Binding: Soft cover

Condition: Bueno

Edition: 2nd Edition

About this title

Synopsis:

"Consumer Behaviour, 4/e", is written as an introduction to consumer behaviour for the advanced marketing student and is comprehensive and challenging enough to be used at both the graduate and undergraduate levels. It starts with a macro approach, moving in a logical progression from the societal (extremal influences) to the level of the individual, and incorporates marketing realism by emphasizing the application of concepts using questions, projects and cases for discussion and student decision making. The pedagogical elements of the text also include a list of learning objectives and opening vignettes at the start of each chapter. A highly distinctive feature of this edition is the new comprehensive chapter on Organizational Buying Behaviour which broadens the conception of the consumer to include industrial markets. The material in the chapter on cultures and subcultures has been substantially revised and expanded, and now provides more coverage than most texts. 17 and 20 cases are new and offer opportunities for extensive discussion. Also available - instructor's manual (ISBN 0-07-038768-0), test bank (0-07-038769-9) and overhead transparencies (0-07-074484-x).