Consumer Behavior (6th Edition) (China Version, Two-Color)

Author: Michael R. (USA)
Publisher:
Publish Date: 2006-01-03
Features: A groundbreaking international masterpiece in the field of consumer behavior that for the first time combines international cutting-edge theories with Chinese local insights. · Retains the integration, theory, and essence of the classic work Consumer Behavior by the renowned scholar Professor Michael R. Solomon; · 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 Chinese market and the global trend of Chinese consumers becoming a century-old focus; · Analyzes consumer behavior from micro to macro, from individuals to groups, layer by layer from five perspectives, emphasizing the interdisciplinary and comprehensive nature of consumer research, showcasing the characteristics of China under 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.