Título: Consumer Behavior: Buying, Having, and Being, 6th Edition
Autor: Michael R. Solomon
Sinopse: 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. KEY TOPICS 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.
Editora: Pearson/Prentice Hall
Páginas: 592
Ano: 2003-09-30
Edição: Subsequent
Linguagem: en
ISBN: 0131404067
ISBN13: 9780131404069
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