Concepts and Application of Consumer Behavior for Marketing Students and Professionals: In this book, we describe, dissect, and discourse about human behavior in the world of goods—how we make our brand choices and then weave them into the tapestry of our lives to construct our identities. Among its distinguished peer of books that excel in cutting-edge theory, the book's distinction is in making its prose enchanting for students. So that students will actually read, eagerly, a thing called "textbook." Authors: Jill Avery (Harvard), Robert Kozinets (USC), Banwari Mittal (NKU), Priya Raghubir (NYU), and Arch Woodside (Boston College)
Consumer Behavior--Human Pursuit of Happiness in The World of Goods
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