Consumer Behavior: 6th Edition: Chinese Edition

Author: (USA) Solomon
Publisher:
Publish Date: 2006-01-01
Features: A groundbreaking international masterpiece in the field of consumer behavior that for the first time combines international new theories with Chinese localization. · Retains the classic combination, theory, and essence of the globally renowned scholar Professor Michael R. Solomon's representative work "Consumer Behavior"; · Adds key content on Chinese consumer behavior, theoretical extensions, and local cases, highlighting international localization, meeting the needs of Chinese readers, and adapting to the global trend of China and Chinese consumers becoming a major focus in the 21st century; · Analyzes consumer behavior from five perspectives, from micro to macro, from individuals to groups, highlighting the interdisciplinary nature of consumer research, showcasing Chinese characteristics within a global perspective, discussing digital consumer behavior—virtual communities, exploring consumer behavior cases and new phenomena, and emphasizing the application of consumer behavior theory in marketing. Based on the representative work "Consumer Behavior" (6th Edition) by the globally renowned scholar Professor Michael R. Solomon, the marketing authority Professor Lu Taihong has appropriately edited the original work while respecting and preserving its essence and chapter structure, adding localized extensions with Chinese characteristics, such as specialized discussions, cases, and fundamental concepts, creating an international localized version that combines the global edition with China. The book has a unique structure, analyzing consumer behavior from five perspectives (market, individual, decision-maker, subculture, and culture), highlighting the interdisciplinary nature of consumer research, showcasing Chinese characteristics within a global perspective, discussing digital consumer behavior—virtual communities, exploring consumer behavior cases and new phenomena, and emphasizing the importance of marketing.