Pam Danziger has just updated her bestseller, including several new categories. Since apparel is now more often a discretionary purchase than a necessity, she h

This text takes a strategic approach to consumer behavior; that is, once you know how consumers behave and react, what do you do about it? New to this edition i

During the past thirty years, companies have recognized the consumer as the key driver for business and product success. This recognition has, in turn, generate