Consumer Behavior
Kardes/Cronley/ClineSinopsis
This wide ranging yet focused text provides an informative introduction to consumer behavior supported by in depth scientifically grounded coverage of key principles and applications CONSUMER BEHAVIOR Second Edition devotes ample attention to classic consumer behavior topics including consumer information processing consumer decision making persuasion and the role of culture and society on consumer behavior In addition this innovative text explores important current topics and trends relevant to modern consumer behavior such as international and ethical perspectives an examination of contemporary media and a discussion of online tactics and branding strategies This versatile text strikes an ideal balance among theoretical concepts cutting edge research findings and applied real world examples that illustrate how successful businesses apply consumer behavior to develop better products and services market them more effectively and achieve a sustainable competitive advantage With its strong consumer focused strategy oriented approach CONSUMER BEHAVIOR Second Edition will serve you well in the classroom and help you develop the knowledge and skills to succeed in the dynamic world of modern business