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Consumer Behavior in Action: Real-life Applications for Marketing Managers
Paperback
ISBN13: 9780765620903
Publisher: M E Sharpe Inc
Published: Oct 15 2010
Pages: 648
Weight: 3.35
Height: 1.30 Width: 8.40 Depth: 10.90
Language: English
Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research.
The author's practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.
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