Consumer behavior / Leon G. Schiffman (Author) and Joseph Wisenblit (Author)

By:

SCHIFFMAN, L.G

Contributor(s):

WISENBLIT, J

Material type: Text

TextPublication details: London Pearson c 2019Edition: 12th edDescription: 508p. ; col ill. : 27 cmISBN:

9781292269245

Subject(s):

DDC classification:

658.8342 SCH

Summary: Strategic applications for understanding consumer behavior Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares readers for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Barcode
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8342 SCH (Browse shelf(Opens below))	1	Available	0087738

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Includes index

Strategic applications for understanding consumer behavior Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares readers for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry

eng

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