Consumer Behavior: A Managerial Perspective (2nd Edition): A Managerial Perspective

Author: Xie Si
Publisher:
Publish Date: 2004-09-01
Features: This book can serve as a textbook for senior undergraduate students, as well as a reference for managers and marketers. It goes beyond the traditional themes of most consumer behavior textbooks by analyzing consumer behavior from three levels: buyers, users, and payers, making the role of consumers more vivid and profound. Other features of the book include:
- Taking a management perspective as the starting point, emphasizing marketing strategy and marketing management;
- Discussing how managers implement marketing projects based on creating and delivering consumer value, laying a foundation for entering the business world;
- The six-value model and three-role model framework are consistently applied throughout, making it easy for you to grasp the essence of the book.