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Consumer Behavior by Leon G. Schiffman & Leslie Lazar Kanuk
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R100.00
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27 May 24 11:16
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Condition
Secondhand
Location
South Africa
Bob Shop ID
613816703
Hardcover published by Prentice Hall International Editions Series 1999
Seventh edition
This unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.
Some highlighting in the book and a few notes in pen.