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Consumer behavior : buying, having, and being / Michael R. Solomon
Harlow, England : Pearson, 2020
640 pages. : illustrations (some color) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8342
Consumer Behavior: Buying, Having, and Beingcovers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the 13th Edition, up-to-date content reflects major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of the classroom and maintain an edge in the fluid and evolving field of consumer behavior.
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