Critical Thinking in Consumer Behavior: Cases and Experiential Exercises (2nd Edition)

Author: Judy F. Graham - Judy Graham
ISBN 10: 0136027164
ISBN 13: 9780136027164
Edition: 2
Release: 2009-06-13
Format: Paperback (150 pages)
List Price: $46.67
Tags: Business & Investing, General,
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Book 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 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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