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Consumer Behavior: Global Edition [Anglais] [Broché]

Michael Solomon

Prix : EUR 72,52 Livraison à EUR 0,01 En savoir plus.
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Description de l'ouvrage

29 mars 2012

Were you looking for the book with access to MyMarketingLab? This product is the book alone, and does NOT come with access to MyMarketingLab. Buy Consumer Behavior, plus MyMarketingLab with Pearson eText: Global Edition, 10/e (ISBN 9780273767411) if you want access to the MyLab as well, and save money on this brilliant resource.

 

For undergraduate and MBA courses in consumer behavior.

 

Solomon goes beyond the discussion of why people buy things and explores how products, services, and consumption activities contribute to shape people’s social experiences.

 

  

Need extra support?

This product is the book alone, and does NOT come with access to MyMarketingLab.


This title can be supported by MyMarketingLab, an online homework and tutorial system which can be used by students for self-directed study or fully integrated into an instructor's course.

 

 

You can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access card for MyMarketingLab: Consumer Behavior, plus MyMarketingLab with Pearson eText: Global Edition, 10/e (ISBN 9780273767411). Alternatively, buy access online at www.MyMarketingLab.com.


For educator access, contact your Pearson Account Manager. To find out who your account manager is, visit www.pearsoned.co.uk/replocator

 


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Amazon.com: 3.9 étoiles sur 5  25 commentaires
6 internautes sur 6 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Useful Information with a Well Done Layout 19 mai 2013
Par Lisa Shea - Publié sur Amazon.com
Format:Relié|Achat vérifié
I am about to graduate from Northeastern and this was the book for one of my final elective courses, Consumer Behavior. I run several websites so it is absolutely critical to me to understand how web visitors think about content, make selections, and build affinities with brands. The book provided wonderful information in all areas.

The book is full color and provides a wealth of examples of ads, labels, and other material so you can understand what is being presented. You can see visually how some styles of promotions draw users in, while others repel the users to convince them to stop doing something (for example, using drugs). The book uses real life stories mixed in with theoretical explanations to help you explain the concepts.

There is a good mix of cross-cultural information, to help readers understand how marketing to an American audience differs from marketing to the Chinese, for example. It also delves thoroughly into sub cultures, from African Americans to tweens to Harley riders. It discusses the challenges of narrowing down social class in our mobile society. It discusses how buyers have ongoing "wars" in their heads between the rational decision making process and the emotion-driven pleasure center.

I enjoyed the book immensely and found much of its material immediately valuable for my daily work. I imagine most people who read this will find it helpful, if not for what they do for a living, then in how they themselves are being marketed to and are making decisions.

I have a minor "factual" issue I'd like to point out. On page 535 the author perpetuates the myth that we don't throw rice at weddings now because it makes birds' stomachs' explode. This absolutely is NOT TRUE. Birds eat rice naturally and their bodies deal with it fine, even when it's not cooked. There were no rice cookers in nature :). The reason churches asked people to stop throwing rice is that it's a royal pain to clean up.

So, that point aside, I do recommend the book.

I purchased this book with my own funds to take my class.
2 internautes sur 2 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Good stuff 31 mars 2014
Par Molotov - Publié sur Amazon.com
Format:Relié|Achat vérifié
One of the better text books I have been forced to read. The subject matter is both interesting and valuable.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Not the book, but the customer service 21 mai 2013
Par 9erninja - Publié sur Amazon.com
Format:Relié|Achat vérifié
This is a solid textbook. Explains most of what you really need to know about consumer behavior. But I didn't this review because of the book, but because I got the book from a_teambooks. These guys have the best customer service I've had online. They solved my problem in a pinch. If you ever do have to buy textbooks, buy it from a_teambooks!!!
3.0 étoiles sur 5 Class required text 25 avril 2014
Par Sarah Bryan - Publié sur Amazon.com
Format:Relié|Achat vérifié
It was great for class and helped out about 80% of the time. You can find out lots on consumer behavior just by searching the internet. But the book helps if you need a hard copy for consumer behavior information.
5.0 étoiles sur 5 It worked! 18 mars 2014
Par Tiffany - Publié sur Amazon.com
Format:Broché|Achat vérifié
Ordered the book worried because it was the international edition but it is the same as the book everyone else is using in my class and they paid 200+ for there's while I paid 7. SCORE!
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