An attractive, lively text for use in undergraduate courses in
marketing and advertising in communications, business, and marketing
departments. Deals with the consumer's decision making process,
psychological influences such as values and personality, sociological
influences such as subculture and social class, and related issues
including public policy and consumer advocacy. Learning aids include
chapter summaries, key terms, discussion questions, and projects,
plus boxes on marketer and consumer perspectives, and color photos,
illustrations, and diagrams.
Annotation c. by Book News, Inc., Portland, Or.