Perspectives in consumer behavior /
Kassarjian Harold H.
Perspectives in consumer behavior / Harold H. Kassarjian and Thomas S. Robertson - 4th ed. - London : Prentice hall international, Inc , c1991. - vii ,616 p . : ill ; 23 cm.
Includes index.
This book is designed to present an overall view of some of the basic perspectives on consumer behavior, a topic now emerging as a distinct area of study within the field of marketing. A conceptual framework for this overview is presented in Chapter 2 and elaborated in each text chapter. The selections of the book, drawing from economics, marketing, psychology, sociology, and anthropology, are presented in relation to that framework."--Preface
eng.
0136587097 TZS 23,940/=
Consumer behavior
Motivation research (Marketing)
658.834 KAS
Perspectives in consumer behavior / Harold H. Kassarjian and Thomas S. Robertson - 4th ed. - London : Prentice hall international, Inc , c1991. - vii ,616 p . : ill ; 23 cm.
Includes index.
This book is designed to present an overall view of some of the basic perspectives on consumer behavior, a topic now emerging as a distinct area of study within the field of marketing. A conceptual framework for this overview is presented in Chapter 2 and elaborated in each text chapter. The selections of the book, drawing from economics, marketing, psychology, sociology, and anthropology, are presented in relation to that framework."--Preface
eng.
0136587097 TZS 23,940/=
Consumer behavior
Motivation research (Marketing)
658.834 KAS