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    CONSUMER BEHAVIOR
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    560037

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    Sinopse

    With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts.

    This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning- presented in the first chapter, this model serves as a structural framework for the concepts-the building blocks-examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making.
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    Especificações

    ISBN9780131869608
    Pré vendaNão
    Peso732g
    Livro disponível - pronta entregaNão
    Tipo itemLivro Nacional
    Número de páginas656
    Número da edição9ª EDIÇÃO - 2006
    Código Interno560037
    Código de barras9780131869608
    AcabamentoHARDCOVER
    AutorSCHIFFMAN, LEON / KANUK, LESLIE LAZAR
    EditoraPRENTICE HALL
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