- Paperback: 336 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (12 Sep 2000)
- Language English
- ISBN-10: 0136163688
- ISBN-13: 978-0136163688
- Product Dimensions: 23.4 x 17.2 x 1.9 cm
- Amazon Bestsellers Rank: 1,045,632 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Aimed at Management students as well as managers of private and public companies, non-profit organisations and consumer associations.At a time when consumers are often described as more demanding, less loyal and more difficult to analyse and predict, Understanding the Consumer presents the essentials of consumer behaviour as well as the associated managerial and public policy implications.
From the Back Cover
At a time when consumers are often decribed as more demanding, less loyal and more difficult to analyse and predict, Understanding the Consumer presents in a relatively compact format the essentials of what is presently known about the consumer. It also covers the managerial and public policy implications inherent within it.
All the core areas of consumer behaviour are covered including-
All the core areas of consumer behaviour are covered including-
consumer needs and motivatio
personalit
perceptio
learning and consumer involvemen
attitude
group dynamics including social class, family culture and lifestyle
It will be particularly welcomed for its European approach to the subject. Ideal for MBA and postgraduate classes in consumer behaviour Understanding the Consumer offers a comprehensive yet concise introduction to the subject.
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1 review
Terrific
29 Jan 2004
Format:Paperback
In a concise format, this book offers a complete coverage of the most interesting and current ideas about consumer behavior. The structure is impeccable, slowly progressing towards a comprehensive model useful for applications. Examples are varied and powerful. What's most amazing is Dubois' ability to handle soft and subtle concepts with simplicity and precision, without trying to hide non-sense behind big words.
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