TY  - BOOK
AU  - Mowen, John C.
TI  - Consumer behavior
SN  - 23845902
AV  - HF 5415.3 .M69 1987 
PY  - 1987///
CY  - New York
PB  - Macmillan Publishing Company
KW  - MARKETING
N1  - Includes index; Part I. Individual Consumer Processes -- Part II. The Consumer Environment -- Part III. Public Policy and Managerial Implications of Consumer Behavior
N2  - 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
ER  -