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###-Book Description Begin-###
Consumer Behavior Today, v. 1.0
By: M. Joseph Sirgy, Don R. Rahtz, and Laura Portolese
Version: 1.0
Pub Date: May 2014 eISBN: 978-1-4533-6314-0 Pages: 586
This textbook is suitable for 2 and 4 year institutions.
PEDAGOGICAL FEATURES:
EMPHASIS ON BENEFITS:
Shopping, buying, and consuming goods and services that deliver desired benefits is a major focus of the book. People do not really buy “goods” and “service”; they buy the ‘‘benefits’’ that these goods and services provide.
MARKETING & PUBLIC POLICY IMPLICATIONS:
Understanding what benefits consumers seek and how they make decisions, shop, buy, and consume helps marketers develop and carry out more effective marketing strategies: target marketing, product strategy, price strategy, place strategy, and promotion strategy. The principles and practical actions presented also have direct application in the public and not-for-profit (NFP) sectors. Each of these sectors needs to be able to better understand the needs and behaviors of the markets they serve.
