Consumer behavior

dc.contributor.author	Schiffman, Leon G.
dc.contributor.author	Wisenblit, Joseph L.
dc.date.issued	2015
dc.identifier.isbn	978-0-273-78713-6
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/9506
dc.description.abstract	This book explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. This text bring Concepts to life with New Cases and End-of-chapter Cases: Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies. This text has global coverage: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences.
dc.format	492 p. : ill.
dc.language.iso	en
dc.publisher	Pearson
dc.subject	Consumer behavior
dc.title	Consumer behavior
dc.type	Book
dc.description.version	11th edition (global edition)