Description
Pearson Consumer Behaviour Global Edition 11Th Edition by Leon Schiffman and Leslie Kanuk
Consumer Behavior, Global Edition will empower marketing personnel and managers to develop, plan and implement marketing strategies after examining consumer behavior. This book is useful to students of management who want to specialise in the field of marketing. Knowledge of consumer purchasing pattern is essential to becoming an effective and result - oriented marketer. This book is designed for undergraduate and graduate marketing and management students. The internet has enabled consumers to acquire considerable amount of knowledge and this has changed their purchasing behavior over the years. Once you are through with the theory, you can put your knowledge to practical use by testing yourself at several mini - cases that are included in the book. These cases are inspired by current business strategies and demonstrate particular concepts of consumer behavior. A clear model of consumer behavior decision making will enable you to get a clearer picture of the theory learned. This model is a building block and provides the structural framework for the concepts explained in the chapter. Consumer Behavior, Global Edition is written by Leon Schiffman and Leslie Kanuk and was published in paperback by Pearson in 2014. This is the 11th edition of the book.