Consumer Behavior in Action ─ Real-Life Applications for Marketing Managers

Lantos (business administration, Stonehill College) offers an introduction to consumer behavior for students in consumer marketing that contains various types of in-class and written applications exercises along with explanation of theory, concepts, and principles. As he discusses who buys products (market segmentation strategy), how they buy (consumer decision-making processes), and why they buy (sociocultural and individual psychological influences), he emphasizes applications for managers in the areas of marketing research, advertising, and new product development. Annotation c2010 Book News, Inc., Portland, OR (booknews.com)

Geoffrey P. Lantos is a Professor of Business Administration at Stonehill College in Massachusetts, where he has taught various undergraduate courses in marketing since 1986, including Consumer Behavior, Advertising Management, Marketing Research, New Product Management, and Marketing Principles. He has published journal articles, professional manuals, conference papers, book chapters, case studies, book reviews, and instructional materials in the areas of CB, marketing education, marketing ethics, corporate social responsibility, and advertising. Dr. Lantos serves as Book Review Editor for theJournal of Consumer Marketing and the Journal of Product and Brand Management.