Product Description

CONSUMER BEHAVIOR, 10e offers a practical, business approach, designed to help students apply consumer behavior principles to their studies in business and marketing, to their future business careers, and also to their private lives, as consumers. This multi-disciplinary field can tempt both students and instructors to stray from the basic business principles they should take away from the course. Blackwell keeps students focused on consumer decision making as it applies specifically to an overall understanding of business theory and practices through the CDP (Consumer Decision Process) model. CONSUMER BEHAVIOR 10e focuses on why as well as how consumers make specific decisions and behave in certain ways - what motivates them, what captures their attention, and what retains their loyalty, turning "customers" into "fans" of an organization.

Product Details

• Amazon Sales Rank: #196136 in Books
• Published on: 2005-12-29
• Original language: English
• Binding: Paperback
• 816 pages

Customer Reviews

Consumer behaviour
Excellent revision book that is both informative and (surprisingly) entertaining. I particularly enjoyed the thought excercises and real live examples. Highly recommended