James F. Engel Libri

This text contains diverse and balanced coverage of consumer behavior research in theory and application from some of the pioneering authors in this field. Ideal for one-term courses in consumer behavior offered by both marketing and psychology departments. This was the first text to integrate behavioral science with the decision orientation of the business school.

This text explores the development of a promotional program for a business or non-profit enterprise from a managerial perspective with a solid foundation in communication and communication behaviour theory.