Consumer behavior: a managerial perspective

By:

Sharma, Dheeraj

Contributor(s):

Material type: Text

TextPublication details: Cengage Learning India Pvt. Ltd. New Delhi 2015Description: xviii, 536 pISBN:

9788131528532

Subject(s):

Consumer behavior

DDC classification:

658.8342 SHA

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.

List(s) this item appears in: Marketing | HR & OB

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	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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