Customer Behavior

副标题: A Managerial Perspective

ISBN: 9780030343360

出版社: South-Western College Pub

出版年: 2003-02-18

页数: 512

定价: USD 155.95

装帧: Hardcover

内容简介

Now in a completely revamped second edition, the authors of Customer Behavior have adapted the content, length, and end-of-chapter materials in the text, producing a new text that is tailored specifically to upper level 4-year programs, or to graduate level programs. Its managerial approach focuses not only on the household consumer but also on the business customer market. This text goes beyond the conventional subject matter of consumer behavior textbooks, focusing not only on the role of customers as buyers, but also on their roles as users and payers.