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Understanding consumer behaviour

Contributor(s): Brown, Stephen [Contributor] | Christensen, Clayton [Contributor] | Deighton, John [Contributor] | Dolan, Robert J [Contributor] | Fader, Peter S [Contributor] | Fournier, Susan [Contributor] | Gourville, John T [Contributor] | Moe, Wendy W [Contributor] | Sarvary, Miklos [Contributor].
Material type: materialTypeLabelBookSeries: Business Fundamentals Series, HBS number: 9543. Publisher: Boston Harvard Business School Publishing 2002Description: v, 99 p.ISBN: 9781578519545.Subject(s): Consumer behaviour | Consumer marketing | Consumers | Customer relations | Market analysis | Market research | New product marketing | Product design | Product development | Psychology | Research methodology | Test marketsDDC classification: R 016.658 Summary: "Business Fundamentals are collections of Harvard Business School background materials, reflecting HBS courses and supplemented by self-study aids. This collection includes five background notes, one set of consumer behavior exercises, and one article each from Harvard Business Review and California Management Review. The collection addresses some of the key issues and terminology involved in researching, interpreting, and predicting consumer behavior. Although the main focus is the individual consumer, some readings cover industrial customers as well. Included are: ""Consumer Behavior Exercises,"" ""Analyzing Consumer Perceptions,"" ""Analyzing Consumer Preferences,"" ""Discovering What Has Already Been Discovered: Why Did Your Customers Hire Your Product?,"" ""Note on Behavioral Pricing,"" ""Issues of Product Policy,"" ""Torment Your Customers (They'll Love It),"" and ""Uncovering Patterns in Cybershopping."" Emphasis is on recent materials; all but one item was published in 1999 or later. Each item is accompanied by a summary, an outline, learning objectives, and a set of questions, ideas, and exercises."
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Reference Vikram Sarabhai Library
Slot 1476 (2 Floor, West Wing) R 016.658 U61 (Browse shelf) Not for Issue 160057

"Business Fundamentals are collections of Harvard Business School background materials, reflecting HBS courses and supplemented by self-study aids. This collection includes five background notes, one set of consumer behavior exercises, and one article each from Harvard Business Review and California Management Review. The collection addresses some of the key issues and terminology involved in researching, interpreting, and predicting consumer behavior. Although the main focus is the individual consumer, some readings cover industrial customers as well. Included are: ""Consumer Behavior Exercises,"" ""Analyzing Consumer Perceptions,"" ""Analyzing Consumer Preferences,"" ""Discovering What Has Already Been Discovered: Why Did Your Customers Hire Your Product?,"" ""Note on Behavioral Pricing,"" ""Issues of Product Policy,"" ""Torment Your Customers (They'll Love It),"" and ""Uncovering Patterns in Cybershopping."" Emphasis is on recent materials; all but one item was published in 1999 or later. Each item is accompanied by a summary, an outline, learning objectives, and a set of questions, ideas, and exercises."

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