Consumer behavior 8th ed

Deskripsi

BASIC APPROACH For undergraduate or first year MBA students. This revision of a classic text retains the market segmentation approach that has set the standard for consumer behavior study through 7 editions. - Streamlined for more focused coverage - Shorter by 200 pages, the eighth edition focuses on fundamental concepts and linkages between interrelated principles and processes. In total, 5 chapters were either combined or eliminated, without any sacrifice to core topic coverage. - On-line cases challenge student learning - 8 cases are available on-line at www.prenhall.com/schiffman. Four cases are comprehensive cases that challenge student learning across a number of chapters. All cases are supported by questions and on-line teaching notes. Videos support the 4 comprehensive cases. - Cases make the material come to life, while on-line delivery lets students study the material whenever they want. - Custom videos bring the real world into the classroom - Four 10-minute segments portray consumer behavior issues as they are managed by Sputnik, NASCAR, Yahoo!, and Kodak. Each video is supported by an on-line, comprehensive case. - Consumer behavior comes alive as students see what rea