Consumer Behavior: Science and Practice
Book Title: | Consumer Behavior: Science and Practice |
Author: | Frank Kardes |
ISBN-13: | 9788131516829 |
Publication: | Cengage |
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Overview of Consumer Behavior: Science and Practice Book
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: SCIENCE AND PRACTICE, 1e, 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: SCIENCE AND PRACTICE, 1e, will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.
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Business&Economics
Paperback
English
480 pages
8131516822
2012
Students and Professionals:Business&Economics
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