By incorporating recent research including dramaturgical analysis of white-water rafting and sky-diving and the investigation of customer relationships the authors provide students with a means of identifying the managerial relevance of consumer behavior concepts. Each chapter begins with a short related case, and ends with a managerial applications analysis of that case, along with a similar case for students to analyze (solutions are in the teacher's manual). Annotation c. by Book News, Inc., Portland, Or.
John C. Mowen Knihy
A close-up look at the decision-making process analyzes the principles underlying the difficult choices made daily by high-profile individuals under circumstances of extreme uncertainty and enormous risk