Consumer Behavior (2nd Edition, China)

Author: Arnold et al. (USA)
Publisher:
Publish Date: 2007-01-01
Features: Written by globally renowned professors Arnold and others, this book presents a unique conceptual framework of consumer behavior from a global consumer perspective. It offers an engaging introduction to the diverse and dynamic world of global consumers, highlighting the ethical and policy dilemmas faced by consumers and marketers in the market. The book incorporates various sections such as introductory examples, consumer profiles, practical guides, industry insights, and the latest global cases throughout. Based on the latest edition, scholars from China's education line adapted the book while preserving its structure and features, adding research and practical content on consumer behavior in China to meet the needs of Chinese readers.