Book Consumer Behavior [9780538745406] (Book 6443697),
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Consumer Behavior [9780538745406]

  • This wide-ranging yet focused book 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 book 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. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, First Edition, will help readers develop the knowledge and skills to succeed in the dynamic world of modern business.
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  • Credits
    Frank R.KardesAuthor
    Maria, L.CronleyAuthor
    Thomas, W.ClineAuthor
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