by Denis Darpy, Pierre Volle · Dunod · tapa blanda · ISBN 9782100498079
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«Comportements du consommateur» is the marketing textbook by Denis Darpy and Pierre Volle, published by Dunod in paperback (384 pages, in French).
It presents the essential concepts for describing and understanding consumer behavior: needs, motivation, perception, memory, attitudes and persuasion models. It also examines the decision process, satisfaction, loyalty and the influence of the social and cultural environment, with examples and a central plate section.
Second edition, revised and expanded; the work was originally published in 2003. Includes an author index.
Aimed at marketing students and professionals who wish to deepen their understanding of the consumer and improve their strategies.
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