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Editorial Reviews
With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts.
This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning–presented in the first chapter, this model serves as a structural framework for the concepts–the building blocks–examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making.
For those studying consumer behavior and/or marketing.
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- on page 118, page 148, and page 160
- Market-Oriented Technology Management: Innovating for Profit in Entrepreneurial Times by Fred Y. Phillips on page 189, and page 266
- Lifestyle Market Segmentation: by Ronald D. Michman on page 87, and Back Matter
- The Marketer's Guide to Public Relations in the 21st Century by Thomas L. Harris in Back Matter (1), and Back Matter (2)
- International Advertising and Communication: Current Insights and Empirical Findings by Sandra; Ralf Terlutter (eds.) Diehl on page 299, and page 315
See all 77 books citing this book
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