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Consumer Behavior 4th edition



Publisher:Kendall Hunt Publishing Company

Authors:Nessim Hanna, Richard Wozniak

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Consumer Behavior Description

New Fifth Edition Now Available!

The positive turn in our economy since the Great Recession of 2007 through 2009 has reconfigured our outlook with regard to employment, inflation, and energy prices, as well as our willingness to spend and consume ...

The recent trend toward increasing global cooperation among blocks of countries was designed to obtain high standards of living for all participants. The authors of Consumer Behavior: An Applied Approach apply this successful principle of interdependency to the field of marketing.

  • Every chapter features a cross-functional debate exercise tied to the chapter’s opening vignette. These help students apply the chapter’s principles to other business-related disciplines such as accountancy, management, finance, production, and law.
  • Each chapter contains three cross-functional points of view in the Website material. These segments expose students to related disciplines and show them the interrelationship of marketing and consumer behavior to the other functional areas of business: Finance and Economics, Politics, and Strategy and Ethics.

The new 5th edition of Consumer Behavior: An Applied Approach gets the reader involved by featuring:

  • An orderly approach to consumer influences. The book starts with the individual influences on behavior and then broadens the perspective to include relevant social/cultural forces.
  • Opening vignettes and corresponding Internet exercises to ease readers into each chapter topic.
  • “Consumer Behavior in Practice”, “Global Opportunity” and “Ethical Dilemma” vignettes are entertaining and informative applications that tie in the chapter material with thought-provoking questions.
  • A running glossary of terms is provided in the page margins to highlight key terms and help students review chapters at a glance.
  • A completely integrated online learning website that includes original chapter cases, video links, interactive self-tests, PowerPoint presentations, along with instructor’s resources such as answers to review questions, case solutions, and test bank.

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