Consumer Behavior Theories: Convergence of Divergent Perspectives with Applications to Marketing and Management

This book critically examines and analyzes the classical and neoclassical behavioral theories in reference to consumer decision-making across the business cultures. Discussions in the book present new insights on drawing contemporary interpretations to the behavioral theories of consumers, and guide the breakthrough strategies in marketing.

About author(s):Rajagopal is professor of marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus and life fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also visiting professor at Boston University