Consumer Behavior 6e (Akhter et al)
6th edition. AKHTER, WRENN, LOUDON, DELLA BITTA
Previously published by McGraw Hill. New lead author, Syed Akhter (Marquette University) has completely updated 6e to deliver a more concise alternative (approximately 450 pages) to the old style encyclopedic approach of the major competitors. 6e covers the important areas CB instructors would likely want students to know. The emphasis on the practical application of the chapter material matches students’ bias for retaining that which can help them become successful in a marketing career. The text
presents numerous cross-cultural examples and offers an integrated perspective on the contributions of international researchers to the advancement of consumer behavior as a discipline.