Consumer behavior

Author: Dai Yi
Publisher:
Publish Date: 2004-10-01
Features: This is a professional training textbook for senior marketing management personnel that organically connects with the current marketing practices in China while reflecting new knowledge and intelligence in the field of marketing. The book is based on three core international recognized courses: "Marketing Management," "Market Research," and "Consumer Behavior," and extends to three cutting-edge courses: "Strategic Marketing," "Brand Marketing," and "Marketing Channels." It lays a solid foundation to meet the strong demand for high-quality marketing talents in enterprises and enhances the professional skills and comprehensive qualities of marketing management personnel. As a professional training textbook, its overall structure fully considers the actual situation of the trainees, de-emphasizes theory, and strengthens practice. It strives to express the relevant knowledge framework of marketing in simple language. Each course in this textbook consists of several parts, including knowledge summary, viewpoint elaboration, panoramic case analysis, and self-assessment. This book is titled "Consumer Behavior."