Consumer Behavior

Michael R. Solomon, Ph.D., is Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia. Before joining the Saint Joseph’s faculty in the fall of 2006, he was the Human Sciences Professor of Consumer Behavior at Auburn University. Before moving to Auburn in 1995, he was chair of the Department of Marketing in the School of Business at Rutgers University, New Brunswick, New Jersey. Professor Solomon began his academic career in the Graduate School of Business Administration at New York University, where he also served as Associate Director of NYU’s Institute of Retail Management. He earned his B.A. degrees in psychology and sociology magna cum laude at Brandeis University and a Ph.D. in social psychology at the University of North Carolina at Chapel Hill. In 1996 he was awarded the Fulbright/FLAD Chair in Market Globalization by the U.S. Fulbright Commission and the Government of Portugal, and he served as Distinguished Lecturer in Marketing at the Technical University of Lisbon. He held an appointment as Professor of Consumer Behaviour at The University of Manchester (U.K.) from 2007–2013.

作者:Michael R. Solomon

页数:624

出版时间:2016-1-24

价格:0

isbn号码:9780134129938

图书标签:消费营销社会学Reading

Beyond Consumer Behavior: How Buying Habits Shape Identity

Solomon’s Consumer Behavior: Buying, Having, and Being deepens the study of consumer behavior into an investigation of how having (or not having) certain products affects our lives. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age.

In the Twelfth Edition, Solomon has revised and updated the content to reflect major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students, making it easy to apply them outside of the classroom. The updated text is rich with up-to-the-minute discussions on a range of topics such as “Dadvertising,” “Meerkating,” and the “Digital Self” to maintain an edge in the fluid and evolving field of consumer behavior.

读后感

粗略读了一遍，总的来说，对于消费者行为学从微观到宏观都讲解得很清楚，而且不算很枯燥，每章每节总有很多故事来引入主题，比较易懂 但毕竟是500页的书，看久了会累 建议大家读的速度放慢点，每章开头和结尾有预习和复习的内容，可以很好的帮助学习  

因为还在上学的原因，在读这个原版。这是研究生的教材，对没有四年大学的相关背景的童鞋，建议你就别读了。原版比较有意思，贯穿很多理论和案例。中文的没有看过，不过很多东西没有办法翻译过去，意境是不太一样的。  

惟有能够不为表面的现象所迷惑，才能够认清经典的价值。 绝大多数人很难读完这本书，即便你和年轻时候的我一样，对于广告和营销充满了憧憬与激情，很大一部分原因是因为，至今存在的任何一个中译本，都翻译得不太好。 你很容易就迷失在对中英文不同句式的生硬翻译之中，我确...  

涵盖了所有内容，然后，每一点就只有一句话。而且这一点很可能非常重要。这么重要的一点，一句话带过，你觉得这是什么书。 正好前段时间按刚读完《影响力》（用了2个天）。其中一章“承认和一致”用了多少页多少个故事来阐述一些细节。但书上就那么两句话，没了。 同时，翻译...  

涵盖了所有内容，然后，每一点就只有一句话。而且这一点很可能非常重要。这么重要的一点，一句话带过，你觉得这是什么书。 正好前段时间按刚读完《影响力》（用了2个天）。其中一章“承认和一致”用了多少页多少个故事来阐述一些细节。但书上就那么两句话，没了。 同时，翻译...  

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奶爸推荐的教科书，输入消费和营销的一些基本概念

奶爸推荐的教科书，输入消费和营销的一些基本概念

奶爸推荐的教科书，输入消费和营销的一些基本概念

奶爸推荐的教科书，输入消费和营销的一些基本概念

奶爸推荐的教科书，输入消费和营销的一些基本概念