The aim of this text is to give students the knowledge and skills necessary to perform detailed consumer analysis, in order to understand markets and develop strategies. It covers ethics, global topics, demographics, sub-cultures, technology and includes exercises and case studies.
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3 of 6 people found the following review helpful:
4.0 out of 5 stars
Great college text: Clear, concise and relevent,
By Nick MacIlveen (Eugene, OR) - See all my reviews
This review is from: Consumer Behavior: Building Marketing Strategy (Irwin/Mcgraw-Hill Series in Marketing) (Hardcover)
If you're interested in Consumer Behavior, grab this book. The writers of Consumer Behavior seem to have the student of all ages in mind. For both undergraduate to MBA programs, I felt the content (from case studies to psychological buyer behavior), lives up to its name.The premise of the book: how understanding buyer behavior influences overall strategy. If you're looking for a self-tutorial in Consumer Behavior, this is it.
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