Consumer Behavior in Action: Real-life Applications for Marketing Managers

By Geoffrey Paul Lantos

Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research.

The author's practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.

• Format: Paperback
• Language: English
• ISBN: 0765620901
• ISBN13: 9780765620903
• Release Date: October 2010
• Publisher: Routledge
• Length: 648 Pages
• Weight: 3.35 lbs.
• Dimensions: 1.3" x 8.4" x 10.9"