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Book synopsis

This concise paperback includes thirty-five cases and activities, each reviewed by a respected practitioner in the field, focusing specifically on consumer behavior concepts and illustrating how they're applied in the real world. The Importance of Customer Centricity; Customer Perception; Customer Learning and Memory; Customer Motivation and Personality; Segmenting, Targeting, and Positioning; Reference Group Influence and Diffusion of Innovation; Customer Attitudes; Marketing Communication and Attitude Change; Customer Decision Making; Qualitative and Interpretive Consumer Research; Cultural and Subcultural InfluencesCritical Thinking in Consumer Behavior: Cases and Experiential Exercises can be used as a standalone text or as a supplement to a consumer behavior textbook.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Critical Thinking in Consumer Behavior
• Author: Judy Graham
• Language: English
• Binding: Paperback
• Number of pages: 192
• EAN: 9780136027164
• ISBN: 0136027164
• ID: 04395955
• Publisher: Pearson Education
• Weight: 382 g
• Dimensions: 276 × 216 × 9 mm
• Date of publishing: 01. July 2009

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