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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 Influences
Critical Thinking in Consumer Behavior: Cases and Experiential Exercises can be used as a standalone text or as a supplement to a consumer behavior textbook.
"synopsis" may belong to another edition of this title.
- PublisherPearson
- Publication date2009
- ISBN 10 0136027164
- ISBN 13 9780136027164
- BindingPaperback
- LanguageEnglish
- Edition number2
- Number of pages173
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