Critical Thinking in Consumer Behavior Cases and Experiential Exercises

ISBN-10: 0136027164
ISBN-13: 9780136027164
Edition: 2nd 2010
Authors: Judy Graham
List price: $89.20 Buy it from $80.94
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Description: 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  More...

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Book details

List price: $89.20
Edition: 2nd
Copyright year: 2010
Publisher: Prentice Hall PTR
Publication date: 6/3/2009
Binding: Paperback
Pages: 150
Size: 8.25" wide x 10.50" long x 0.50" tall
Weight: 1.144
Language: English

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.

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