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秘密花園
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Consumer Behavior 10/e

Consumer

沒有庫存
訂購需時10-14天
9780273767312
Michael Solomon-Saint
華泰文化
2012年6月11日
440.00  元
HK$ 418  







叢書系列:消費者行為
規格:平裝 / 640頁 / 普級 / 單色印刷 / 10版
出版地:台灣


消費者行為


[ 尚未分類 ]









  1.For undergraduate and MBA courses in consumer behavior.
  Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences.

  2.Wheel of Consumer Behavior
  This text goes well beyond the act of buying—having and being are just as important, if not more so. Consumer behavior embraces the study of how having things affects our lives and how our possessions influence the way we feel about ourselves and each other. Solomon has developed the Wheel of Consumer Behavior to underscore the complex—and often inseparable—interrelationships between the individual consumer and his or her social realities.

  3.Digital Consumer Behavior: A Virtual Community
  As more of us go online everyday, there is no doubt the world is changing—and consumer behavior is evolving faster than you can say “World Wide Web.” This text continues to highlight and celebrate the brave new world of digital consumer behavior.

  4.The Good, The Bad, and the Ugly
  To illustrate various examples of consumer behavior, marketing pitfalls and success stories, and past research, various features have been added to this edition, including:

  .Marketing Opportunity Boxes – Each chapter highlights the fascinating ways that marketing practitioners translate wisdom they glean from consumer research into actual business activities.

  .Marketing Pitfalls – These boxes help students explore marketing mistakes and ethically suspect activities.

作者簡介

Michael Solomon-Saint

  現職:Joseph’s University and The University of Manchester



PART I: Consumers in the Marketplace
Ch 1 Buying, Having, and Being

PART II: Consumers as Individuals
Ch 2 Perception
Ch 3 Learning and Memory
Ch 4 Motivation and Global Values
Ch 5 The Self
Ch 6 Personality and Psychographics

PART III: Consumers as Decision Makers
Ch 7 Attitudes and Persuasion
Ch 8 Decision Making
Ch 9 Buying and Disposing
Ch10 Organizational and Household Decision Making

PART IV: Consumers and Subcultures
Ch11 Groups and Social Media
Ch12 Social Class and Lifestyles
Ch13 Subcultures
Ch14 Culture




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