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Consumer Behavior: Global Edition (Anglais) Broché – 29 mars 2012


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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: 4.2 étoiles sur 5 112 commentaires
8 internautes sur 8 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.
3 internautes sur 3 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 First class text- engaging to read 7 février 2010
Par M. Sample - Publié sur Amazon.com
Format: Relié Achat vérifié
This text is not only well organized, but the humorous narrative through the text keeps you laughing while learning. No doubt the authors have found through their research that humor engages the learning centers in the brain while keeping the student's attention. Highly recommended. Consumer psychology is not as intuitive as one might think but the authors do a great job of systematically breaking the concepts down into digestible sections. Highly recommended for MBAs in marketing fields.
3 internautes sur 3 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 Bought this for a recent semester 7 décembre 2007
Par Brian Robbins - Publié sur Amazon.com
Format: Relié Achat vérifié
Good textbook with a lot of interesting articles and illustrations.

I bought the 6th Ed because my teacher said it was basically the same as the 7th Ed. He was right... the book was almost identical to the 7th Ed book that others in my class were shelling out much more money for. The only difference b/w this and the 7th Ed that you'll notice is that some stuff is a page off.
3 internautes sur 3 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 A good reference for Marketing today! 19 octobre 2011
Par Xavier O. Sanchez - Publié sur Amazon.com
Format: Relié Achat vérifié
Consumer Behavior has been invaluable in understanding the techniques of Marketing in today's world. The global economy is well covered as well, making this an excellent reference for the student. I highly recommend this book for any marketing student.
3 internautes sur 3 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.
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