Consumer Behavior: Buying, Having, and Being - Hardcover

Solomon, Michael R.

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9780132186940: Consumer Behavior: Buying, Having, and Being

Synopsis

Communicating a fascination for the everyday activities of people, this leading book on consumer behavior examines how our world is influenced by the action of marketers, and considers how products, services, and consumption contribute to the broader social world we experience. Its incredibly interesting and dynamic content proves hip and engaging, while reflecting the latest research. A four-part organization looks at consumers as individuals, consumers as decision makers, consumers and subcultures, and consumers and culture. For brand managers, marketing research analysts, and account executives.

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About the Author

Michael R. Solomon is the Human Sciences Professor of Consumer Behavior in the Department of Consumer Affairs, College of Human Sciences, at Auburn University.

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