消费者行为学: 原书第10版

ISBN-10
7111214730
ISBN-13
9787111214731
Series
消费者行为学
Category
Consumer behavior
Pages
656
Language
Chinese
Published
2007
Authors
霍金斯, 马瑟斯博, 贝斯特

Description

本书共分为六大部分:第一部分导论,介绍了消费者行为的性质、在社会各方面尤其是营销领域的运用,阐明了消费者行为知识的意义与价值;第二部分讨论了消费者行为的外部影响因素;第三部分讨论消费者行为的内部影响因素;第四部分介绍消费者决策过程;第五部分讨论组织购买行为;第六部分集中审视和探讨消费者行为与营销规制方面的问题.

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