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Consumer Behavior
Michael R. Solomon
其他書名
Buying, Having, and Being
出版Prentice Hall, 2002
主題Business & Economics / Consumer BehaviorBusiness & Economics / Marketing / ResearchBusiness & Economics / Sales & Selling / General
ISBN013091360X9780130913609
URLhttp://books.google.com.hk/books?id=91tEAAAAYAAJ&hl=&source=gbs_api
註釋Designed for consumer behaviour courses, this text aims to be current, hip and engaging, while reflecting the latest research. New to this edition are such features as: an expanded focus on online consumer behaviour; and treatment of topics including virtual communities, virtual marketing, and e-commerce. The book includes such concepts as Gen Y consumers, cultural capital, guerilla marketing, meme theory, and diffusion of hip hop fashions.