by Ian Fenwick, John A. Quelch · tapa blanda · ISBN 9780205081202
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«Consumer Behavior for Marketing Managers» is the marketing manual edited by Ian Fenwick and John A. Quelch, published by Allyn & Bacon in paperback.
Collects 36 studies on consumer behavior from a marketing perspective and their practical application to commercial strategies. It covers basic models, factors influencing the consumer, decision processes, segmentation, new products, pricing, and the impact of advertising and multimedia information sources.
Published in 1984; English edition of 484 pages including bibliographies.
Aimed at university students and professionals in marketing or business management.
