Essentials of consumer behavior
Stephens, Debra L
Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, it includes unique material on vulnerable consumers and ethics.
Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption.
The book is supported by a rich companion website offering links to videos and podcasts, surveys, quizzes, further readings, and more. It will be a valuable text for any graduate student of consumer behavior or marketing, as well as any interested consumers.
Categorias:
Ano:
2017
Edição:
1
Editora:
Routledge
Idioma:
english
Páginas:
232
ISBN 10:
1317648846
ISBN 13:
9781317648840
Série:
21st Century Business Management
Arquivo:
PDF, 1.26 MB
IPFS:
,
english, 2017
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