by William D. Wells, David Prensky · Wiley · tapa dura · ISBN 9780471596417
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«Consumer Behavior» is the consumer behavior textbook by William D. Wells and David Prensky, published by Wiley in hardcover (592 pages, in English).
Textbook focused on the real behavior of people as consumers and on how three perspectives approach it: marketing, consumer activism, and public administration. The work is structured around a conceptual framework that starts from the view marketing professionals have of their audience and analyzes the reasons behind their everyday decisions.
Published in 1996 by Wiley. The volume includes bibliographic references and indexes, and falls within the areas of business, economics, and technology.
For students and professionals in marketing, economics, and business who want to understand how consumer behavior is analyzed and influenced.
