Critical thinking in consumer behavior : cases and experiential exercises /
Critical thinking in consumer behaviour Critical thinking in consumer behaviour : Cases and experiential exercises
Judy Graham.
- Second edition.
- 173 pages : illustrations ; 28 cm
Includes bibliographical references.
The importance of customer centricity -- Customer perception -- Customer learning and memory -- Customer motivation and personality -- Segmenting targeting and positioning -- Reference group influence and diffusion of innovation -- Customer attitudes -- Marketing communication an attitude change -- Customer decision making -- Qualitative and interpretive consumer research -- Cultural and subcultural influences