Description:... Abstract: A text for college students, market planners, andsocial science researches describes multi-theoreticalaspects of consumer behavior as related to the developmentof marketing strategies. Twenty-three chapters on variousfacets of consumer beliefs and practices are organized under4 central themes: 1) the basics of consumer behavior andbehavioral methodology; 2) psychological theories and theirapplications (e.g., cognitive processes and cognitivedevelopment; learning theory; communication theory;motivation and personality theories; psychologicaleconomics; consumer attitudes); 3) sociological theories andtheir applications (e.g., consumer demographics; newproduct diffusion; personal influences; and group and familybehavior); and 4) sociocultural theories and theirapplications (e.g., sociographic segmentations; subculturalmarketing; multinational marketing; social policy andconsumer satisfaction). An index of companies and productsis appended. (wz).
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شماره کارت : 6104337650971516 شماره حساب : 8228146163 شناسه شبا (انتقال پایا) : IR410120020000008228146163 بانک ملت به نام مهدی تاج دینی