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Titre :	Consumer Behavior
Auteurs :	Leon G. SCHIFFMAN, Auteur ; Joe WISENBLIT, Auteur
Type de document :	Ouvrage
Mention d'édition :	12ème ed.
Editeur :	Londres [Royaume Uni] : Pearson Education Limited, 2019
ISBN/ISSN/EAN :	978-1-292-26924-5
Format :	508 p.
Langues:	Anglais
Index. décimale :	732 (Consommateurs / Etudes de marché)
Catégories :	Thésaurus du Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING STRATEGIQUE ; MARQUE ; RESEAU SOCIAL
Résumé :	Strategic applications for understanding consumer behavior. Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry. (source : éditeur)