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Book details
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Author : Leon Schiffman
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Pages : 600 pages
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Publisher : Prentice Hall 2009-08-07
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Language : English
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ISBN-10 : 0135053013
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ISBN-13 : 9780135053010
Book Synopsis
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.