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Consumer behavior / John C. Mowen

By: Mowen, John C [author]Material type: Text

TextPublication details: New York : Macmillan Pub., c1987Description: xvi, 687 pages : illustrations ; 25 cmISBN: 0023845902Subject(s): MARKETING | CONSUMER BEHAVIORLOC classification: HF 5415.3 .M69 1987

Contents:

Part I. Individual Consumer Processes -- Part II. The Consumer Environment -- Part III. Public Policy and Managerial Implications of Consumer Behavior.

Summary: Because all of us are consumers, students bring to class an intrinsic interest in the study of consumer behavior. Targeted to the introductory student, a major goal of the text is to retain this enthusiasm by presenting concepts and theories within the context of interesting managerial and experiential examples. This approach has resulted in a comprehensive and accurate text that avoids the jargon and dryness of the journal articles on which it is based.

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Books

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Item type	Current library	Home library	Collection	Shelving location	Call number	Status	Date due	Barcode
Books	LRC - Annex	National University - Manila	Marketing Management	Relegation Room	GC HF 5415.3 .M69 1987 (Browse shelf (Opens below))	Available		NULIB000005940

Includes index.

Part I. Individual Consumer Processes -- Part II. The Consumer Environment -- Part III. Public Policy and Managerial Implications of Consumer Behavior.

Because all of us are consumers, students bring to class an intrinsic interest in the study of consumer behavior. Targeted to the introductory student, a major goal of the text is to retain this enthusiasm by presenting concepts and theories within the context of interesting managerial and experiential examples. This approach has resulted in a comprehensive and accurate text that avoids the jargon and dryness of the journal articles on which it is based.

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