Consumer Behavior: Science and Practice

Author: Frank Kardes

Brand: BCENG

Edition: 1

Binding: paperback

Number Of Pages: 480

Release Date: 01-12-2012

Details: 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.

EAN: 9788131516829

Package Dimensions: 10.1 x 8.0 x 0.9 inches

Languages: English