CONSUMER BEHAVIOR 7E (The Dryden Press Series in Marketing)
By ENGEL.
Description
Providing the reader with access into the mind of the consumer, Understanding Customer Behavior: Marketing Lessons Learned From Understanding the Consumer Experience serves as an ideal supplementary text for marketing and consumer behavior courses. This book provides interesting and entertaining examples, illustrations, and applications to highlight the psychological aspects of marketing. The text is highly accessible to the casual reader, with concentrated "Gold Nuggets" that summarize the major concepts and themes of each section. The book need not be read chapter by chapter. In...
ISBN(s)
0030767512, 9780030767517
