by Leslie Lazar Kanuk (Author), Leon Schiffman (Author)
For undergraduate or first year MBA students. This revision of a classic text retains the strong empirical and market segmentation approach that has set the standard for consumer behavior study through seven editions. This new edition focuses on how the Internet has changed the way people obtain information about potential purchases. This edition now includes thirty-two Active Learning mini-cases.
Format: Hardcover
Pages: 512
Edition: 7
Publisher: Prentice Hall
Published: 30 Jul 1999
ISBN 10: 0130841293
ISBN 13: 9780130841292