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Consumer Behavior

Leon G. SchiffmanLeslie Lazar Kanuk

出版	Prentice Hall, 1997
主題	Business & Economics / Consumer BehaviorBusiness & Economics / Marketing / GeneralBusiness & Economics / Marketing / Research
ISBN	01337298859780133729887
URL	http://books.google.com.hk/books?id=y6jZAAAAMAAJ&hl=&source=gbs_api

註釋

The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.