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9780131705319

Consumer Behavior
Consumer Behavior
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  • ISBN-13: 9780131705319
  • ISBN: 0131705318
  • Edition: 4
  • Publisher: Prentice Hall PTR

AUTHOR

SUMMARY

With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts. This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning-- presented in the first chapter, this model serves as a structural framework for the concepts-- the building blocks-- examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making. For those studying consumer behavior and/or marketing.Schiffman, Leon G. is the author of 'Consumer Behavior' with ISBN 9780131705319 and ISBN 0131705318.

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