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Comportamiento del Consumidor
  
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Comportamiento del Consumidor [Paperback]

Javier Alonso Rivas (Author)
5.0 out of 5 stars  See all reviews (1 customer review)

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Personal touch, yet global vision Oct 7 2002
By A Customer
Javier Alonso is Professor at Autonomous University of Madrid, Spain, who has been one of the pioneers in teaching Consumer Behavior in Spain. In this book, the author treats this complex subject with very personal touch, yet holding a global perspective throughout. The book is divided into five Parts, each of which comprises 3-5 Chapters. Each Chapter begins a simple dialogue or question, citing everyday examples in our lives. Research topics and model building for consumer decision making are explained with ample charts and diagrams, wthout entering too much pedantry. I found especially interesting for the Part 2 (Chapter 4, 5, 6 and 7), "Entorno e Influencias Externas," in which the author demonstrates his profound insights in cultural, social and psychological influences in human behavior. This book has been updated and furthered in 1998 and 2000. However, in my opinion, this 1997 version can be seen as the best textbook on this material which has ever been written in Spanish language.
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