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Consumer Behavior and Managerial Decision Making, 2/E (Поведение потребителей и принятие управленческих решений)

Опубликовано на портале: 31-10-2003
USA: Prentice-Hall, 2001
Тематический раздел:
For Consumer Behavior, Buyer Behavior, and high-level undergraduate or MBA courses. Scientific, sophisticated, yet readable. Kardes approaches the subject of consumer behavior by using a rigorous scientific orientation, and presents his material in three overlapping sections: basic concepts, persuasion, and managerial decision making. Thus, the text discusses the principles and scientific investigation of consumer behavior and demonstrates how companies and organizations use them strategically every day.

1. The Scientific Study of Consumer Behavior.
I. How Consumers Acquire, Remember, And Use Product Knowledge.
II. Persuasion And Influence.
III. Managerial Decision Making.

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