Consumer Behavior

von Dawn Iacobucci, Ayalla Ruvio

368 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

In Consumer Behavior, the authors deliver a cutting-edge examination of consumer behavior, combining a thorough introduction to the subject with an overview of common and important consumer behaviors, contemporary social issues impacting consumer behavior including social media, a global mindset of consumer behaviors, and the ethical aspects of consumer behavior. The authors draw on extensive consumer behavior research and teaching experience to offer a streamlined pedagogical framework designed to provide a contemporary and fresh voice in the discipline. Consumer Behavior is ideal for undergraduates, graduate, MBAs, and executives seeking new insights to better understand consumers. In this edition, you'll find: - An easy-to-follow introduction to and overview of consumer behavior - The consumer buying process - A throughgoing focus on global, ethical, and social media issues relevant to consumer behavior - Supplementary materials for instructors, including PowerPoint slides and a Test Bank