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Sunday, January 18, 2004
Online Interactive Text on Consumer Behavior - Western Michigan University
A Western Michigan University professor has published what is believed to be the first online, truly interactive consumer behavior text. Dr. Jay D. Lindquist, professor of marketing, and Dr. M. Joseph Sirgy of Virginia Tech, co-wrote "Shopper, Buyer and Consumer Behavior: Theory, Marketing Applications and Public Policy Implications." The book, available in both paperback and online form, was published late last year by Atomic Dog Publishing. Students using the text and online learning tools need little or no training and no special hardware or software. They also do not need high-speed Internet access, making it easy for students around the world to access the text using a password from any wireless or wired location any day or time.
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