{"product_id":"the-howard-sheth-theory-of-buyer-behavior-9788126555024","title":"The Howard-Sheth Theory of Buyer Behavior","description":"\u003cp\u003e • Author(s): Jagdish N Sheth\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe Howard-Sheth Theory of Buyer Behavior (1969) is recognized as a major catalyst for the rise of consumer behavior as a standalone discipline and independent of market research. In the last 50 years, consumer behavior has experienced spectacular growth especially with the influence of behavioral sciences. The next 50 years will be even more exciting. Stay tuned. The key drivers are the rise of emerging markets such as China and India as the largest consumer markets in the world for branded products and services. \u003c\/p\u003e\n\n\u003cp\u003e·The Nature of The Theory and A Summary\u003c\/p\u003e\n\n\u003cp\u003e·Structure of The Theory \u003c\/p\u003e\n\n\u003cp\u003e·The Theory and Its Measurement \u003c\/p\u003e\n\n\u003cp\u003e·The Theory and Its Application \u003c\/p\u003e\n\n\u003cp\u003e·Summary and Implications\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Paperback","offer_id":45207157080215,"sku":"9788126555024","price":1245.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9788126555024.webp?v=1769209101","url":"https:\/\/atlanticbooks.com\/products\/the-howard-sheth-theory-of-buyer-behavior-9788126555024","provider":"Atlantic Books","version":"1.0","type":"link"}