Consumer behavior: a managerial perspective
Material type:
TextPublication details: New Delhi Cengage Learning India Pvt. Ltd. 2015 Description: xviii, 536 pISBN: 9788131528532Subject(s): Consumer behaviorDDC classification: 658.8342 Summary: This book goes beyond the conventional subject matter of most consumer behavior textbooks, focusing not only on the role of consumers as buyers, but also on their roles as users and payers. This book primarily focuses on consumer behavior from a managerial perspective, emphasizing marketing strategy and marketing management, making this more appropriate for upper level, or graduate level courses. This book adopts a Consumer Values framework to demonstrate how consumer behavior is driven by the market values that consumers seek, helping readers to understand the decision-making process. The six-value framework offers marketers an avenue to practice the relationship orientation and, as a result, achieve consumer satisfaction and retention.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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Book
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Indian Institute of Management LRC General Stacks | Marketing | 658.8342 SHA (Browse shelf(Opens below)) | 1 | Available | 001937 |
This book goes beyond the conventional subject matter of most consumer behavior textbooks, focusing not only on the role of consumers as buyers, but also on their roles as users and payers. This book primarily focuses on consumer behavior from a managerial perspective, emphasizing marketing strategy and marketing management, making this more appropriate for upper level, or graduate level courses. This book adopts a Consumer Values framework to demonstrate how consumer behavior is driven by the market values that consumers seek, helping readers to understand the decision-making process. The six-value framework offers marketers an avenue to practice the relationship orientation and, as a result, achieve consumer satisfaction and retention.
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