||About the Author| |Geoffrey P. Lantos is a Professor of Business Administration at Stonehill College in Massachusetts, where he has taught various undergraduate courses in marketing since 1986, including Consumer Behavior, Advertising Management, Marketi
Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest f...
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