Consumer psychology for marketing
著者
書誌事項
Consumer psychology for marketing
Routledge, 1994
- : pbk
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注記
Includes bibliographical references (p. [213]-234) and index
内容説明・目次
内容説明
This text shows how psychology can make sense of consumer behaviour, arguing that traditional segmentation criteria are not always appropriate in a world growing ever more fluid and complex. The work explores information processing; the influence of personality and style on consumer choice; sex symbolism; situational and social contexts; and retail environments. This analysis is related to practical needs of the modern marketing manager, offering a blend of theory and practice.
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