Consumer behavior /
Mowen, John C.
Consumer behavior / John C. Mowen - New York : Macmillan Publishing Company, c1987 - xvi, 687 pages : illustrations ; 25 cm.
Includes index.
Part I. Individual Consumer Processes -- Part II. The Consumer Environment -- Part III. Public Policy and Managerial Implications of Consumer Behavior.
Because all of us are consumers, students bring to class an intrinsic interest in the study of consumer behavior. Targeted to the introductory student, a major goal of the text is to retain this enthusiasm by presenting concepts and theories within the context of interesting managerial and experiential examples. This approach has resulted in a comprehensive and accurate text that avoids the jargon and dryness of the journal articles on which it is based.
23845902
MARKETING
HF 5415.3 .M69 1987
Consumer behavior / John C. Mowen - New York : Macmillan Publishing Company, c1987 - xvi, 687 pages : illustrations ; 25 cm.
Includes index.
Part I. Individual Consumer Processes -- Part II. The Consumer Environment -- Part III. Public Policy and Managerial Implications of Consumer Behavior.
Because all of us are consumers, students bring to class an intrinsic interest in the study of consumer behavior. Targeted to the introductory student, a major goal of the text is to retain this enthusiasm by presenting concepts and theories within the context of interesting managerial and experiential examples. This approach has resulted in a comprehensive and accurate text that avoids the jargon and dryness of the journal articles on which it is based.
23845902
MARKETING
HF 5415.3 .M69 1987