Consumer Behavior (English Edition · 8th Edition): English Edition

Author: Hawkins
Publisher:
Publish Date: 2002-03-01
Features: Since its first edition was published over 20 years ago, this book remains one of the most distinctive textbooks in the field of consumer behavior and consumer psychology. It has become the most authoritative and popular textbook in the field of consumer behavior research. The book is divided into six major parts and 22 chapters, comprehensively introducing the nature of consumer behavior, internal and external factors influencing consumer behavior, the decision-making process of consumers, organizational buying behavior, and content related to marketing regulations. At the end of each chapter, there are a large number of targeted exercises and innovative online research exercises. The cases included in the book are not only closely tied to the concepts and principles introduced but are also concise and highly suitable for classroom reading and discussion. This book is suitable for undergraduate and graduate students in marketing and related fields, MBA students, business management personnel, and related professionals.