Consumer Behavior - Wayne Hoyer
Availability: Out of Stock

Consumer Behavior – Wayne Hoyer

SKU: 9780357721292

Kshs 13,870.00

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Hoyer/MacInnis/Pieters? CONSUMER BEHAVIOR, 8th EDITION, draws key concepts from marketing, psychology, sociology and anthropology to present a strong foundation and highly practical focus on real-world applications to prepare students for today?s global business environment. Students examine the latest research and current business practices with a focus on consumer needs and goals, emotions and emotion regulation, perceptions and consumer inferences, branding, consumer experiences, influencer marketing, social media, political ideology, generational influences and more. Students explore controversies in consumer decision-making involving money, happiness and financial decision making, charity, health, materialism, and sustainability. Chapter updates in this edition emphasize social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. Real-world examples, chapter exhibits, and application exercises provide practical relevance and help students master essential skills.

 

Format: Paperback / softback 544 pages

Classifications: Sales & marketing

ISBN : 9780357721292

Published : 27 Jun 2023

Author : Deborah J. MacInnis, Rik Pieters, Wayne Hoyer

Size : 213 x 277 x 27 (mm)

Weight : N/A

Out of stock

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