Consumer Behavior: A Framework = A Concise Tutorial on Consumer Behavior: English Edition of Tsinghua University Marketing Series

Author: Mo Wen
Publisher:
Publish Date: 2004-01-01
Features: "A Concise Introduction to Consumer Behavior" aims to provide readers with a brief yet comprehensive overview of the field of consumer behavior. The content of this book is sufficient to help readers understand the various factors influencing consumer behavior, thereby assisting in developing management strategies for marketing products to consumers. The book has a compact structure and moderate length, offering rich content in terms of knowledge, management applications, and technology. Although concise, it covers all the key information readers need in this field. To achieve a balanced effect, three research perspectives on consumer behavior are integrated throughout the book: the decision-making perspective, the experiential perspective, and the behavioral perspective. To highlight the application of consumer behavior in management, each chapter concludes with a summary of how to use consumer behavior concepts to develop management strategies.