Consumer behavior / John C. Mowen

By: Material type: TextTextPublication details: New York : Macmillan Publishing Company, c1987Description: xvi, 687 pages : illustrations ; 25 cmISBN:
  • 23845902
Subject(s): LOC classification:
  • HF 5415.3 .M69 1987
Contents:
Part I. Individual Consumer Processes -- Part II. The Consumer Environment -- Part III. Public Policy and Managerial Implications of Consumer Behavior.
Summary: 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.
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex Relegation Room Marketing Management GC HF 5415.3 .M69 1987 (Browse shelf(Opens below)) c.1 Available NULIB000005940

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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