Consumer Behaviour
Book Summary:
This book provide central to the planning, development and implementation of marketing strategies. New Cases and Case Studies: Several new cases have been added throughout this edition and visuals of prominent brands like Dove, Cadbury Oreo, ITC and Gillette have been included to enrich the learning experience of students. New end-of-chapter cases will show them the real-life application of the discussed concepts so that they can see how real companies use consumer behavior to create marketing strategies. A new case study on Himalaya face wash has been added to help students understand the relevance of global concepts in the Indian scenario.
ISBN’s: 9789332555099, 9780134734828
Authors:
Leon G. Schiffman, Leslie Lozor Konuk, S. Ramesh Kumar
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