Description

This text is designed to provide usable managerial understanding of consumer behavior. It is the most current, relevant, and balanced presentation of the subject matter in the context of building marketing strategy. It presents a comprehensive description of various concepts and theories useful for understanding consumer behaviour and illustrates with the help of examples, how these concepts are used in the development of such strategy.


Key Features:-

  • Updated chapters having important emerging trends and concepts such as internet and technology
  • More than half of the ?Opening Vignettes? and ?Consumer Insights? are new or substantially revised
  • Application of consumer behavior concepts and theories to marketing problems
  • Discussion on marketing to ethnic sub-cultures Multiple global examples along with use of data and e
  • 35 cases- 31 cases from the original US edition and 4 exclusive cases in Indian context!

More Details about CONSUMER BEHAVIOR, 11E (SIE)

General Information  
Author(s)HAWKINS MOOKERJEE
PublisherMcGraw Hill
ISBN9780070682160
LanguageEnglish
Publish YearJanuary 2010