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Consumer Behavior

Cengage Learning US

Consumer Behavior

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Författare: Wayne D. Hoyer; Deborah J. MacInnis; Rik Pieters
E-bok ISBN: 9781337514804
ISBN: 9781305507272
Språk: English
Upplaga: 7


The popular CONSUMER BEHAVIOR, 7E draws key concepts from marketing, psychology, sociology, and anthropology to present a strong foundation and highly practical focus on real-world applications for today’s global business environment. With this new edition, readers examine the latest research and business practices with extensive coverage of social media influences, increased consumer power, and emerging neuroscience findings. Readers review controversies in consumer decision-making involving money, goals, emotions, charity, health, materialism, and sustainability. This edition increases its emphasis on social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. With even more real-world examples, CONSUMER BEHAVIOR, 7E provides a thorough, yet enjoyable guide that enables today’s learners to master the skills they need.
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