Consumer Behavior
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Synopsis
Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.
Consumer Behavior: Its Origin and Strategic and Applications; Introduction to the Consumer Research Process; Market Segmentation; Consumer Motivation; Personality and Consumer Behavior; Consumer Perception; Consumer Learning; Consumer Attitude Formation and Change; Communication and Consumer Behavior; The Family and Its Social Class Standing; Influence of Culture on Consumer Behavior; Subcultures and Consumer Behavior; Cross Cultural and Global Consumer Behavior; Diffusion of Innovations; Consumer Decision Making and Beyond; Consumers Social Responsibility and Green Marketing
For readers interested in studying consumer behavior and/or marketing.
Booknews
A revised comprehensive text (4th ed., 1991) for both graduate and undergraduate students, balancing behavioral concepts, research findings, and applied marketing examples to explain the relevant concepts upon which the discipline of consumer behavior is based. Annotation c. Book News, Inc., Portland, OR (booknews.com)