Consumer behavior / John C. Mowen
Material type:
TextPublication details: New York : Macmillan Publishing Company, c1987Description: xvi, 687 pages : illustrations ; 25 cmISBN: - 23845902
- HF 5415.3 .M69 1987
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National University - Manila | LRC - Annex Relegation Room | Marketing Management | GC HF 5415.3 .M69 1987 (Browse shelf(Opens below)) | c.1 | Available | NULIB000005940 |
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| GC HF 5415.2 .B69 1981 Marketing research : text and cases / | GC HF 5415.2 .B76 1980 Marketing research : a structure for decision making / | GC HF 5415.2 .D63 1982 Marketing research / | GC HF 5415.3 .M69 1987 Consumer behavior / | GC HF 5438.25 .M53 1982 The Lacy technique of salesmanship / | GC HF 5438.25 .R87 1978 Textbook of salesmanship / | GC HF 5483.5 .B87 1984 Promotion management : a strategic approach / |
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.
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