圖書簡介NEW–Chapter Opening vignettes - Each chapter begins with a vignette about a current, "real" person that students can relate to.
NEW - Cases that apply theory to practice. Learning by doing is an integral part of the classroom experience. In this edition, we've included a Case Study at the end of each chapter to bring consumer behavior concepts to life for students.
Updated Apply questions at the end of each chapter - allows students to “get their hands dirty” by conducting mini-experiments in the real world to better grasp the application of consumer behavior principles.
Updated Marketing Opportunities boxes (in each chapter) highlight the fascinating ways that marketing practitioners are translating wisdom gleaned from consumer research into actual business activities
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