Consumer Behavior

Autori

• Kanuk Schiffman
• Cram101 Textbook Reviews

Parametri

• 688 pagine
• 25 ore di lettura

• Commercio e vendita
• Economia e affari
• Manuali e guide
• Psicologia
• Saggistica

Maggiori informazioni sul libro

With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts.This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning--presented in the first chapter, this model serves as a structural framework for the concepts--the building blocks--examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making.For those studying consumer behavior and/or marketing.

Lingua: Inglese

Pubblicato: 2006

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