This book contains diverse and balanced coverage of consumer behavior research in theory and application from some of the pioneering authors in this field. This is the first book to integrate behavioral science with the decision orientation of the business school.
The text¿s consistent focus on economic, demographic, and sociocultural trends helps orient students to the many aspects impacting buyer behavior and long-term strategic planning.
Flexibility of EKB model to be adapted by professors in order to structure the course around important consumer behavior topics.
Concise Coverage: While not losing any important topics in consumer behavior, the text has been condensed into 16 chapters.
Brand new cases, as well as new PowerPoint CD-ROM, bring concepts and theories of consumer behavior to life.
EKB model, as well as core chapter information, has been updated to reflect technology¿s impact on consumer behavior.
The text¿s consistent focus on economic, demographic, and sociocultural trends helps orient students to the many aspects impacting buyer behavior and long-term strategic planning.
Flexibility of EKB model to be adapted by professors in order to structure the course around important consumer behavior topics.
Concise Coverage: While not losing any important topics in consumer behavior, the text has been condensed into 16 chapters.
Brand new cases, as well as new PowerPoint CD-ROM, bring concepts and theories of consumer behavior to life.
EKB model, as well as core chapter information, has been updated to reflect technology¿s impact on consumer behavior.