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Consumer Behavior
Rok: 2005
ISBN: 9780324271973
OKCZID: 110932712
Citace (dle ČSN ISO 690):
BLACKWELL, Roger D. Consumer behavior. 10th ed. Mason: South-Western, 2006. xlii, 790 s.
Anotace
CONSUMER BEHAVIOR, 10th Edition 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.