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Consumer Behavior

      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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