Essentials of Consumer Behavior - Softcover

Stephens, Debra L.

Softcover

ISBN 10: 1138791733 ISBN 13: 9781138791732

Verlag: Routledge, 2016

Inhaltsangabe

Essentials of Consumer Behavior offers an alternative to traditional textbooks for graduate students. Shorter than competing books, but no less rigorous, it includes unique material on vulnerable consumers and ethics.

Balancing a strong academic foundation with a practical approach, Stephens emphasizes that consumer behavior does not simply equate to buyer behavior. She examines the thoughts, feelings, and behaviors that shape consumers’ attitudes and motivations in relation to brands, products, and marketing messages. Providing a concise guide to the discipline, the author covers key themes such as vulnerable consumers, new technologies, and collaborative consumption.

The book is supported by a rich companion website offering links to videos and podcasts, surveys, quizzes, further readings, and more. It will be a valuable text for any graduate student of consumer behavior or marketing, as well as any interested consumers.

Über diesen Titel

Über die Autorin bzw. den Autor

Debra L. Stephens is Associate Professor of Marketing at the University of Portland, USA. She has published in leading journals, including the Journal of Consumer Research, the Journal of Public Policy and Marketing, and the Journal of Business Ethics.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 1138791733
• ISBN 13: 9781138791732
• Einband: Taschenbuch
• Anzahl der Seiten: 232
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar