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Consumer Behavior

Consumer Behavior

by Frank KardesThomas Cline and Maria Cronley
Paperback
Publication Date: 01/10/2020
RRP  $194.95 $178.90
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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, Second Edition, devotes ample attention to 'classic' consumer behavior topics, including consumer information processing, consumer decision making, persuasion, social media and the role of culture and society on consumer behavior. In addition, this innovative 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, Second Edition, will serve you well in the classroom and help you develop the knowledge and skills to succeed in the dynamic world of modern business.
ISBN:
9780357671054
9780357671054
Category:
Customer services
Format:
Paperback
Publication Date:
01-10-2020
Publisher:
Cengage Learning, Inc
Country of origin:
United States
Edition:
2nd Edition
Pages:
576
Dimensions (mm):
251x200x20mm
Weight:
1.04kg

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