by Jaime Rivera Camino, Rolando Arellano Cueva, Víctor Manuel Molero Ayala · ESIC Editorial · tapa blanda · ISBN 9788473562249
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«Conducta del consumidor» is the marketing manual by Jaime Rivera Camino, Rolando Arellano Cueva and Víctor Manuel Molero Ayala, in paperback (298 pages).
Describes how people buy and consume to satisfy their needs and summarises the main theories on consumer behaviour. Analyses internal and external factors influencing the purchase decision, such as motivation, perception or culture, and how to apply them to the design of marketing strategies and tactics.
Published by ESIC Editorial in 2000; text in Spanish.
Will interest marketing professionals and students of economics and business who want to understand consumer behaviour.
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