Consumer Behavior (6th Edition) (Chinese Edition)

Author: Michael R. Solomon (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 context.
· Retains the classic integration, theory, and essence of the renowned scholar Professor Michael R. Solomon's masterpiece "Consumer Behavior."
· Adds key content on Chinese consumer behavior, theoretical extensions, and local cases, highlighting international localization features to meet the needs of Chinese readers and adapt to the Chinese market and the global trend of Chinese consumers becoming a major focus in the 21st century.
· Analyzes consumer behavior from five perspectives, moving from micro to macro, from individuals to groups, highlighting interdisciplinary consumer research with a global perspective and Chinese characteristics, 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 of the renowned scholar Professor Michael R. Solomon, "Consumer Behavior" (6th Edition), Professor Lu Taihong, an authority in marketing, appropriately reduces the original content while respecting and retaining the essence and chapter structure of the original, adding localized extensions with Chinese characteristics, such as specialized discussions, cases, and basic concepts, to create 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 interdisciplinary consumer research with a global perspective and Chinese characteristics, discussing digital consumer behavior—virtual communities, exploring consumer behavior cases and new phenomena, and emphasizing the importance of marketing.