Consumer Behavior 6e (Akhter et al)

Consumer Behavior 


Previously published by McGraw Hill.  New lead author, Syed Akhter (Marquette University) has completely updated 6e to deliver a more concise alternative (approximately 450 pages) to the old style  encyclopedic approach of  the major competitors. 6e covers the important areas CB instructors would likely want students to know. The emphasis on the practical application of the chapter material matches  students’ bias for retaining that which can help them become successful in a marketing career.  The text

presents numerous cross-cultural examples and offers an integrated perspective on the contributions of international researchers to the advancement of consumer behavior as a discipline