本书是一本极具代表性的市场营销学著作，它系统介绍了在当今市场条件下，消费者行为的特点和新的变化趋势，用生动具体的营销案例介绍理解消费者行为的重要性。本书根据消费者行为总体模型组织各章内容，结构清晰严谨，布局详略得当，正文和案例采用了很多与互联网技术相关的新研究成果，极具前瞻性。本书适用于市场营销及相关专业师生、市场营销领域从业者。 （As a highly representative marketing work, this book systematically introduces in the current market conditions, the characteristics of consumer behavior and the new trend, the importance of understanding consumer behavior by vivid and specific marketing case. This book is organized according to the consumer behavior model with clear and precise structure and detailed layout. The text and case selects a lot of new research results related to Internet technology with highly forward-looking perspective. It is suitable for marketing and related professional teachers and students, marketing practitioners.）