Special Edition of Iconic Marketing Book “The Theory of Buying Behaviour” launched at BIMTECH

Greater Noida (06/01/2020) : Yesterday, a special edition of iconic marketing book “The Theory of Buying Behaviour” was launched as “Howard-Seth Theory of Consumer Behaviour” during the 8th AIM-AMA Doctoral Consortium held at BIMTECH, Greater Noida.

The book was co-authored by legendary Marketing gurus Prof. John A. Howard and Prof. Jagdish Sheth way back in 1969 in USA while they were teaching at Columbia University. It took them around 6-7 years for both of them to convert their empirical research into a compendium on consumer behaviour

//www.youtube.com/watch?v=g-6uha-vmO8

The iconic book is recognized in all the B-schools in USA and across the globe. It is also recognized by The Father of Modern Marketing Philip Kotler who acknowledged its influence on his thought process and writing.

//www.youtube.com/watch?v=Q99WTlRPitI

The 50th anniversary edition of this classic book was launched yesterday in the presence of BIMTECH Director Dr. H. Chaturvedi, Texas University Professor Dr Atul Parvatiyar, AIM Director Jayant Shah, Wiley Publisher Anjali Chaddha.

//www.youtube.com/watch?v=psG5v0cYNAo

This classic book has been reprinted with added chapters in its 50th Golden Jubilee special edition by Wiley Publication.

Before the release, Dr. Jagdish Sheth himself addressed the gathering through a video and talked about the how the theory of Buyer Behavior has evolved over last 50 years and how it will change in next 50 years.

//www.youtube.com/watch?v=3GLd9hGV8Hg