Consumer Behavior

Consumer Behavior
ISBN-10
0324378327
ISBN-13
9780324378320
Series
Consumer Behavior
Category
Consumer behavior
Pages
790
Language
English
Published
2006
Publisher
Thomson
Authors
James F. Engel, Roger D. Blackwell, Paul W. Miniard

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.

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