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Consumer Behavior
Understanding Consumers– Designing Marketing Activities
von Stefan Hoffmann und Payam AkbarDetailed textbook with a focus on consumer behavior research
This textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process. For this purpose, it takes a look at the focus of consumer behavior and market research. In the course of this, the work conveys the basics of consumer behaviour in a comprehensible and clear language.
Why is the shopping cart fuller than planned? Why does everyone want the latest smartphone so badly? The authors Stefan Hoffmann and Payam Akbar address the following topics in their book „Consumer Behaviour“:
Clear textbook for exam preparation with many practical aids
The Consumer Behavior textbook is intended for students in the following disciplines: Business AdministrationPsychologyCommunications Related disciplines It follows a consistent didactic concept: as a reader, you observe the fictional characters Lea and Ben in numerous consumption situations. In this way, you get to know essential theories and models in a lively way and close to everyday life. The following elements also help you to quickly grasp and effectively learn the contents of the textbook „Consumer Behaviour“:
This textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process. For this purpose, it takes a look at the focus of consumer behavior and market research. In the course of this, the work conveys the basics of consumer behaviour in a comprehensible and clear language.
Why is the shopping cart fuller than planned? Why does everyone want the latest smartphone so badly? The authors Stefan Hoffmann and Payam Akbar address the following topics in their book „Consumer Behaviour“:
Clear textbook for exam preparation with many practical aids
The Consumer Behavior textbook is intended for students in the following disciplines: Business AdministrationPsychologyCommunications Related disciplines It follows a consistent didactic concept: as a reader, you observe the fictional characters Lea and Ben in numerous consumption situations. In this way, you get to know essential theories and models in a lively way and close to everyday life. The following elements also help you to quickly grasp and effectively learn the contents of the textbook „Consumer Behaviour“: