Consumer behavior : implications for marketing strategy / Del I. Hawkins.
Series: Mcgraw hill/irwin series in marketing: Publisher: [S.l.] : Richard D Irwin, 1995Edition: 6 Sub edDescription: 649 p. ; 26 cmISBN: 0256139725; 9780256139723Subject(s): Business/Economics | Social Issues, Services & Welfare | Consumer Behavior | Consumerism | Market research | Sales & marketing | Business / Economics / Finance | Business & Economics | General | Case studies | Market surveys | United States | Business & Economics / Marketing / Research | Marketing - Research | Consumer behavior - United States - Case studies | Consumer behavior - United States | Market surveys - United StatesDDC classification: 658.83420973 Online resources: Amazon.com | Amazon customer reviews Summary: The third edition of this market-leading text retains a strategic focus on the critical importance of the consumer decision-making process. The authors blend theory with application in a way that enables students to understand how strategy can drive and affect practical marketing decisions. This text provides students with a broad understanding of what drives a range of consumption decisions, and equips them with the knowledge they will need in professional practice. Comprehensive examples of relevant marketing and advertising campaigns enrich the text and help reinforce the key concepts. Since e-commerce and Internet technology has become an integral part of conducting business, the authors discuss the relevance of technology as a vehicle for reaching the consumer, its role in consumer research, the development of marketing strategy, and its impact on the globalisation of consumer markets, throughout the text.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Book
|
Central Library (CL) | Central Library (CL) | 658.83420973 (Browse shelf) | Available | NBS3223 |
Browsing Central Library (CL) shelves Close shelf browser
| 658.8342 WEB Consumer behaviour | 658.8342 WIL Consumer behavior / | 658.8342 WRI Consumer behaviour / | 658.83420973 Consumer behavior : | 658.83420973 HAW Consumer behavior :i mplications for marketing strategy | 658.83420973 HAW Consumer behavior / | 658.83420973 HAW Consumer behavior : |
Hardcover.
The third edition of this market-leading text retains a strategic focus on the critical importance of the consumer decision-making process. The authors blend theory with application in a way that enables students to understand how strategy can drive and affect practical marketing decisions. This text provides students with a broad understanding of what drives a range of consumption decisions, and equips them with the knowledge they will need in professional practice. Comprehensive examples of relevant marketing and advertising campaigns enrich the text and help reinforce the key concepts. Since e-commerce and Internet technology has become an integral part of conducting business, the authors discuss the relevance of technology as a vehicle for reaching the consumer, its role in consumer research, the development of marketing strategy, and its impact on the globalisation of consumer markets, throughout the text.
There are no comments on this title.