Consumer Behavior and Marketing Strategies (6th Edition)

Author: Henry Assel (USA), translated by Han Dechang et al.
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Publishing Date:
Features: A deep understanding of consumers and their influencing environment is the foundation for formulating marketing strategies. This book approaches the topic from this perspective, focusing on the process of consumer purchase decisions, cognitive factors influencing consumer decisions, consumer experience processes, consumer characteristics affecting consumer decisions, and environmental factors influencing consumer behavior. At the same time, based on the new trends in the current economic and technological development, the book analyzes the impact of evolving network technology on consumer decisions, as well as the influence of cross-cultural factors on consumer behavior and the global application of consumer behavior. A deep understanding of consumers and their influencing environment is the foundation for formulating marketing strategies. This book approaches the topic from this perspective, focusing on the process of consumer purchase decisions, cognitive factors influencing consumer decisions, consumer experience processes, consumer characteristics affecting consumer decisions, and environmental factors influencing consumer behavior. At the same time, based on the new trends in the current economic and technological development, the book analyzes the impact of evolving network technology on consumer decisions, as well as the influence of cross-cultural factors on consumer behavior and the global application of consumer behavior. This book was introduced in the United States and immediately became a practical guide for marketing managers. The reason lies in its close integration of consumer behavior theory and marketing strategies, making it possible to achieve victory in the business war by following the strategies outlined in the book. This book can serve as a theoretical textbook for students of MBA and related disciplines, a practical guide for marketing managers in the production and distribution sectors, and a reference book for advertising professionals.
Features of the book:
1. This is the 6th edition in the United States.
2. Combines theoretical and practical approaches.