TY  - BOOK
AU  - Sharma, Dheeraj
AU  - Sheth, Jagdish N.
AU  - Mittal, Banwari
TI  - Consumer behavior: a managerial perspective
SN  - 9788131528532
U1  - 658.8342 
PY  - 2015///
CY  - New Delhi
PB  - Cengage Learning India Pvt. Ltd.
KW  - Consumer behavior
N2  - This book goes beyond the conventional subject matter of most consumer behavior textbooks, focusing not only on the role of consumers as buyers, but also on their roles as users and payers. This book primarily focuses on consumer behavior from a managerial perspective, emphasizing marketing strategy and marketing management, making this more appropriate for upper level, or graduate level courses. This book adopts a Consumer Values framework to demonstrate how consumer behavior is driven by the market values that consumers seek, helping readers to understand the decision-making process. The six-value framework offers marketers an avenue to practice the relationship orientation and, as a result, achieve consumer satisfaction and retention
ER  -