Consumer Behavior Management Perspective (2nd Edition)

Author: [USA] Xie Sheng, [USA] Mituo, translated by Luo Libin
Publisher:
Publish Date: 2004-09-01
Features: This book can serve as a textbook for upper-level undergraduate students, as well as a study resource 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 consumer role more vivid and profound. Other features of the book include:
- 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 integrated throughout, helping you easily grasp the essence of the book.
This book can serve as a textbook for upper-level undergraduate students, as well as a study resource for managers and marketers.