Consumer Behavior in Action: Real-life Applications for Marketing ManagersRoutledge, 28. jaan 2015 - 648 pages Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research. The author’s practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior. |
Contents
1 | |
Part II The Consumer DecisionMaking Process | 57 |
Part III External Sociocultural Influences on Consumer Behavior | 167 |
Part IV Internal Individual Psychological Influences on Consumer Behavior | 313 |
Other editions - View all
Consumer Behavior in Action: Real-life Applications for Marketing Managers Geoffrey Paul Lantos No preview available - 2010 |