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Description
Specifications
The consumer behavior examines the processes through which we search for, choose, purchase, and use products and services to satisfy our needs and desires.
It analyzes, for example, the processes through which we evaluate products, services, companies, and organizations, form preferences, and make choices. It also studies the influence of other consumers on our decisions, our responses to marketing actions, and the role of the social and cultural environment.
In other words, consumer behavior deals with phenomena that are present in every area of our lives, as we are continuously involved in such processes and decisions.
This book offers an overview of the most important issues in the field. It particularly focuses on the role of technology and its use by marketing executives. The analysis of each issue is accompanied by numerous examples and comprehensive case studies that facilitate the understanding of the phenomena and their implications.
The book is aimed at undergraduate and graduate students of marketing, business administration, economics, and other related fields of social sciences. It may also be useful for executives in businesses and organizations dealing with marketing, advertising and communication, market research, consumer protection policies, and enforcement.
Manufacturer
Specifications
- Author
- Leon G. Schiffman
- Publisher
- Gutenberg
- Original Title
- Consumer behavior
- Language
- Greek
- Cover
- Soft
- Number of Pages
- 603
- Release Date
- 01/10/2023
- Publication Date
- 2023
- Dimensions
- 21x28.5 cm
- ISBN-13
- 9789600124804
Book Type
- Diversity, Equity & Inclusion (DEI)
- No
Important information
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