Consumer Behaviour, 2008 Edition
The book is an accessible and topical introduction to the subject of the consumer behavior. A broad conceptual model helps students see how all chapter topics tie together, and real-world examples reinforce each concept and theoretical principle under review. Chapter-opening cases show the anecdotal application of concepts, while end-of-chapter questions and answer exercises require students to investigate consume behavior issues and analyze advertisements and marketing strategies.The Indian adaptation retains the essential global context of the world-class management text while adding value through closer-home Indian equivalents.
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