Consumer Behavior
副标题: A Strategic Approach
ISBN: 9780618222155
出版社: Houghton Mifflin Company
出版年: 2003-07-28
页数: 630
定价: USD 147.96
装帧: Hardcover
内容简介
Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on web-related issues and applications. Assael presents the content from a managerial perspective, focusing on decision making as the framework for understanding consumer behavior. The text also features a unique, three-chapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility.
The text introduces decision-making at the beginning, providing students with a framework for understanding the characteristics of and various factors influencing consumer behavior.Each chapter opens with a vignette describing how various companies are responding to specific consumer behavior strategies and challenges.Chapter Overviews recap core principles and also explain the relationship between chapters.Global Applications of Consumer Behavior boxes focus on the similarities and differences across international boundaries.Web Applications of Consumer Behavior inserts address how the advent of the Internet has affected consumer decision-making.Strategic Applications of Consumer Behavior features look at how organizations and managers confront current consumer behavior challenges.At the end of each chapter, Questions for Discussion test students' ability to understand, recall, and apply essential chapter concepts.Research Assignments allow students to practice the concepts presented in the textbook.
Consumer Behavior_图书大全
