Consumer Behavior in Action : Real-Life Applications for Marketing Managers, Paperback by Lantos, Geoffrey P., ISBN 0765620901, ISBN-13 9780765620903, Used Good Condition, Free shipping in the US

Lantos (business administration, Stonehill College) offers an introduction to consumer behavior for students in consumer marketing that contains various types of in-class and written applications exercises along with explanation of theory, concepts, and principles. As he discusses who buys products (market segmentation strategy), how they buy (consumer decision-making processes), and why they buy (sociocultural and individual psychological influences), he emphasizes applications for managers in the areas of marketing research, advertising, and new product development. Annotation ©2010 Book News, Inc., Portland, OR ()