Harcourt College Publishers, 2001 - Business & Economics - 570 pages
In the ninth edition of 'Consumer Behavior', as with preceding editions, the authors incorporate information from every discipline that contributes to understanding consumers such as psychology, economics, sociology and anthropology. It addresses new applications of consumer behavior theory by addressing Internet buying and Internet-assisted decision making where relevant, as well as it introduces new areas of influence that expand the scope and relevance of consumer behavior beyond affecting the sale of a product or the patronage of a store. New to this edition is the concept of comprehensive consumer orientation - a step beyond the marketing orientation most firms have adopted today. It focuses on the need for a unified consumer orientation for all members of the supply chain. This requires shared information in the channel and a common consumer-oriented goal. It also focuses on the role of consumers in shaping all aspects of societies, which given the drive toward market-driven economies is becoming a popular topic in popular press.
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