Frank R. Kardes - Consumer Behavior and Managerial Decision Making [second edition]

Beschrijving boek

The aim of this book is to help students understand and apply the concepts of consumer behavior to real companies and marketing situations. The author approaches the subject by using psychology as the foundation, discussing the principles and scientific research behind consumer behavior and looking at how companies and organizations use them every day. ‘Taking issue’ boxes, found in every chapter, use real companies or situations to discuss ethical issues in consumer behavior and ‘making the decision’ boxes show how companies implement consumer behavior principles in their marketing. Advertisements, websites, photographs and illustrations are found throughout the book showing students how companies appeal to their customers.

From the Preface
Critical thinking and strong problem-solving and decision-making skills are important to anyone who wants to be an effective manager in today’s complex and extremely competitive marketplace. Firms need managers with strong critical thinking, problem-solving, and decision-making skills, and this book is designed to help students attain them.