Consumer Behavior

Author: John C. Mowen
Publisher:
Publish Date: 2003-08-01
Features: Concise Series in Marketing. The Concise Series in Marketing includes Marketing Management, Consumer Behavior, and Advertising. Their common characteristics are close to marketing practice, close to readers, and close to the latest theoretical achievements. The content is concise, easy to understand, and highly readable. Overall, these three books perfectly combine theoretical depth and practical applicability, making them suitable as course textbooks and reference materials for business administration students, especially those majoring in marketing. At the same time, for individuals aspiring to build a career in the marketing field, these books are also excellent entry keys.