Consumer Behavior

by John C. Mowen, Michael S. Minor

By incorporating recent research including dramaturgical analysis of white-water rafting and sky-diving and the investigation of customer relationships the authors provide students with a means of identifying the managerial relevance of consumer behavior concepts. Each chapter begins with a short related case, and ends with a managerial applications analysis of that case, along with a similar case for students to analyze (solutions are in the teacher's manual). Annotation c. by Book News, Inc., Portland, Or.

696 pages, Hardcover

First published June 1, 1987

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