Critical Thinking in Consumer Behavior : Cases and Experiential Exercises

Title

Critical Thinking in Consumer Behavior : Cases and Experiential Exercises

Files

Description

This concise paperback includes thirty-five cases and activities, each reviewed by a respected practitioner in the field, focusing specifically on consumer behavior concepts and illustrating how they're applied in the real world. Critical Thinking in Consumer Behavior: Cases and Experiential Exercises can be used as a standalone text or as a supplement to a consumer behavior textbook.
--Publisher description.

Department

Marketing

ISBN

9780136027164

Publication Date

2010

Publisher

Prentice Hall

City

Boston

Disciplines

Business | Marketing

Comments

Lavery Library Upper Level: HF5415.3.G723 2010

Contents: The Importance of Customer Centricity; Customer Perception; Customer Learning and Memory; Customer Motivation and Personality; Segmenting, Targeting, and Positioning; Reference Group Influence and Diffusion of Innovation; Customer Attitudes; Marketing Communication and Attitude Change; Customer Decision Making; Qualitative and Interpretive Consumer Research; Cultural and Subcultural Influences.