The marketing industry is experiencing a revolution in the emerging era. A wide range of items and services are available in the digital market. Through social

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

Consumers' Purchase Intentions and Their Behavior reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-beha

Historical and current perspectives on consumption -- A historical context for understanding consumption -- Contemporary perspectives on consumer behavior -- Co

Emotion and Reason in Consumer Behavior provides new insights into the effects that emotion and rational thought have on marketing outcomes. It uses sound acade