Articoli correlati a Essentials of Consumer Behavior

Essentials of Consumer Behavior - Brossura

Stephens, Debra L.

 
9781138791732: Essentials of Consumer Behavior
Brossura
ISBN 10: 1138791733 ISBN 13: 9781138791732
Casa editrice: Routledge, 2016

Sinossi

Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, it includes unique material on vulnerable consumers and ethics.

Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption.

The book is supported by a rich companion website offering links to videos and podcasts, surveys, quizzes, further readings, and more. It will be a valuable text for any graduate student of consumer behavior or marketing, as well as any interested consumers.

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Informazioni sull'autore

Debra L. Stephens is Associate Professor of Marketing at the University of Portland, USA. She has published in leading journals, including the Journal of Consumer Research, the Journal of Public Policy and Marketing, and the Journal of Business Ethics.

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Editore
Routledge
Data di pubblicazione
2016
Lingua
Inglese
ISBN 10 
1138791733
ISBN 13 
9781138791732
Rilegatura
Copertina flessibile
Numero edizione
1
Numero di pagine
232
Contatto del produttore
non disponibile
Persona responsabile
Yeepin GmbH
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