| Description |
1 volume (various pagings) : illustrations (some color) ; 27 cm |
| Contents |
Ch. 1. An Introduction to Consumer Behavior -- Ch. 2. A Framework for the Study of Consumer Behavior -- Ch. 3. Marketers and Consumer Behavior -- Ch. 4. Culture and Vision -- Ch. 5. Demographic Subcultures -- Ch. 6. Personality, Lifestyle, and Psychographics -- Ch. 7. Reference Groups, Communities, and Families -- Ch. 8. Consumer Motivation and Needs -- Ch. 9. Perception -- Ch. 10. Learning -- Ch. 11. Attitude Formation and Change -- Ch. 12. Consumer Decision Making -- Ch. 13. High and Low Involvement Decision Making -- Ch. 14. Purchase and Usage Behavior -- Ch. 15. Marketing Communication -- Ch. 16. Interpersonal Communication and Opinion Leadership -- Ch. 17. New Product Planning |
| Analysis |
Consumer behaviour |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Consumer behavior.
|
| Author |
Prensky, David.
|
| LC no. |
95045409 |
| ISBN |
0471596418 (cloth : alk. paper) |
|
