Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on web-related issues and applications. Assael presents the content from a managerial perspective, focusing on decision making as the framework for understanding consumer behavior. The text also features a unique, three-chapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility.</P>
<Li>The text introduces decision-making at the beginning, providing students with a framework for understanding the characteristics of and various factors influencing consumer behavior.<Li>Each chapter opens with a vignette describing how various companies are responding to specific consumer behavior strategies and challenges.<Li>Chapter Overviews recap core principles and also explain the relationship between chapters.<Li>Global Applications of Consumer Behavior boxes focus on the similarities and differences across international boundaries.<Li>Web Applications of Consumer Behavior inserts address how the advent of the Internet has affected consumer decision-making.<Li>Strategic Applications of Consumer Behavior features look at how organizations and managers confront current consumer behavior challenges.<Li>At the end of each chapter, Questions for Discussion test students' ability to understand, recall, and apply essential chapter concepts.<Li>Research Assignments allow students to practice the concepts presented in the textbook.
具体描述
读后感
评分
评分
评分
评分
用户评价
木有错。你看你那flow乱七八糟的
评分木有错。你看你那flow乱七八糟的
评分木有错。你看你那flow乱七八糟的
评分木有错。你看你那flow乱七八糟的
评分木有错。你看你那flow乱七八糟的
相关图书
本站所有内容均为互联网搜索引擎提供的公开搜索信息，本站不存储任何数据与内容，任何内容与数据均与本站无关，如有需要请联系相关搜索引擎包括但不限于百度，google,bing,sogou 等
© 2025 qciss.net All Rights Reserved. 小哈图书下载中心 版权所有