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Consumer Behavior (10th Edition)

Hardcover - 600 pages Author: Leon Schiffman Edition: 10 Release Date: August 2009 ISBN-13: 9780135053010 ISBN-10: 0135053013

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Product Description:
Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

  Consumer Behavior: Its Origin and Strategic and Applications; Introduction to the Consumer Research Process; Market Segmentation; Consumer Motivation; Personality and Consumer Behavior; Consumer Perception; Consumer Learning; Consumer Attitude Formation and Change; Communication and Consumer Behavior; The Family and Its Social Class Standing; Influence of Culture on Consumer Behavior; Subcultures and Consumer Behavior; Cross Cultural and Global Consumer Behavior; Diffusion of Innovations; Consumer Decision Making and Beyond; Consumers Social Responsibility and Green Marketing

For readers interested in studying consumer behavior and/or marketing.




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