Consumer Behavior: Concepts and Applications

by David L. Loudon, Albert J. Della Bitta, Albert della Bitta, et al.

Book Overview

Consumer Behaviour, 4/e, is written as an introduction to consumer behaviour for the advanced marketing student and is comprehensive and challenging enough to be used at both the graduate and undergraduate levels. It starts with a macro approach, moving in a logical progression from the societal (extremal influences) to the level of the individual, and incorporates marketing realism by emphasizing the application of concepts using questions, projects...

• Format: Hardcover
• Language: English
• ISBN: 0070387672
• ISBN13: 9780070387676
• Release Date: January 1993
• Publisher: McGraw-Hill Companies
• Length: 788 Pages
• Weight: 3.86 lbs.

Customer Reviews

Very precise and easy to understand.

With a back ground of psychology I found this book very interesting. Two years back i was supervising two of my M.Phil students for their thesis on "Life style inventory" and "reference group influencs". During that process i got hold of this book and found it very use full. I think this is very comprehensive book for my M.Sc.Psychology students also who are intending to specialize in organiztional psy. and offering a course of consumer psy. and research in marketing.