TY  - BOOK
AU  - Schiffman,Leon G.
AU  - Kanuk,Leslie Lazar
TI  - Consumer behavior
SN  - 0130673358 :
AV  - HF5415.32 .S35 2004
PY  - 2004///
CY  - Upper Saddle River, NJ
PB  - Pearson Prentice Hall
KW  - Consumer behavior
KW  - Motivation research (Marketing)
N1  - Includes bibliographical references and indexes
N2  - With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts. This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning--presented in the first chapter, this model serves as a structural framework for the concepts--the building blocks--examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making. For those studying consumer behavior and/or marketing
ER  -