Critical Thinking in Consumer Behavior (Heftet)

Cases and Experiential Exercises


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Innbinding: Heftet
Utgivelsesår: 2009
Antall sider: 150
Forlag: Pearson Education (US)
Språk: Engelsk
ISBN/EAN: 9780136027164
Omtale: Critical Thinking in Consumer Behavior
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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