Consumer Behavior: Buying, Having, and Being (5th Edition)

Rating:
Summary: Great insight of the marketplace and excellent examples
Review: I am taking a college course titled after this textbook. It is very informative and gives helpful real life examples of how the principles are used in marketing today. My only problem with it is the information required to answer the questions at the end of the chapter is often not included in the chapter. My exams are given from those questions and many times I can't find the answers in the book. That can also be good because it makes me think for myself, but I wish I knew for sure if my exam answers are correct.

Rating:
Summary: A Complete Work on Consumer Psychology
Review: I read this book, during my first course in business.

After reading the book my thoughts on consumer psychology were better furnished; I was able to write a paper for my course evaluation that got me 99.25% and top rank.

The textbook is a strong reference that will be valuable to anyone working in Marketing. People, however, tend to find this science in particular more difficult than the other marketing sciences. The book, however, makes Consumer Behavior easy to understand.

Another related book although too simplistic in comparisson is Why We Buy by Paco Underhill.