Consumer Behavior in Action: Real-life Applications for Marketing Managers

1st Edition

Geoffrey Paul Lantos

Published October 15, 2010
Reference - 648 Pages
ISBN 9780765620903 - CAT# Y181838

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Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research.

The author’s practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.


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