Consumer Behavior
Format: Paperback
ISBN13: 9780131689152
Paperback|9780131689152
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Overview
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.
| ISBN-13 | 9780131689152 |
|---|---|
| ISBN-10 | 0131689150 |
| Edition | 2nd Edition |
| Format | Paperback |
|---|---|
| Pages | xix, 615 pages |
| Publisher | Longman Higher Education Division (a Pearson Education company) |
| Published On | 1983-01-01 |
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