登入選單
返回Google圖書搜尋
出版Cengage Learning, 2010-01-01
主題Business & Economics / Consumer Behavior
ISBN05387454019780538745406
URLhttp://books.google.com.hk/books?id=gX4IzgEACAAJ&hl=&source=gbs_api
註釋This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR, First Edition, devotes ample attention to classic consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, First Edition, will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.
Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.