消费者行为学 中国消费者透视 第2版
- 作者卢泰宏，周懿瑾著
- 出版社北京：中国人民大学出版社
- 标注页数407 页
- 文件页数427 页
- 文件大小96.86 MB
- 出版时间2015
- ISBN7300216366
内容简介
本书在广泛吸收《消费者行为学》国际代表性教材理论方法成果的基础上，从营销学专业角度对《消费者行为学》进行重构。尤其重视消费者行为学的应用和解决营销问题，重视对中国文化背景中市场和消费者行为的透视。全书由四大功能板块组成，即：原理篇(如何解释消费者行为)、文化篇(如何透视消费者行为)、方法篇(如何测量消费者行为)和策略篇(如何影响消费者行为)。
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