by Schiffman, Leon G., Kanuk, Leslie L.

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ISBN-13: 9780136690030
ISBN: 0136690033
Publisher: Prentice Hall PTR

AUTHOR

Schiffman, Leon G., Kanuk, Leslie L.

SUMMARY

The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.Schiffman, Leon G. is the author of 'Consumer Behavior' with ISBN 9780136690030 and ISBN 0136690033.

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