More about the book
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.
Book purchase
Consumer Behavior, Leon G. Schiffman, Leslie Lazar Kanuk
- Language
- Released
- 2000
- product-detail.submit-box.info.binding
- (Hardcover)
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- Title
- Consumer Behavior
- Language
- English
- Authors
- Leon G. Schiffman, Leslie Lazar Kanuk
- Publisher
- Prentice Hall
- Released
- 2000
- Format
- Hardcover
- ISBN10
- 0130846988
- ISBN13
- 9780130846983
- Series
- Rating
- 4 out of 5
- Description
- 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.