Consumer behavior /
Schiffman, Leon G.
Consumer behavior / Leon G. Schiffman, Joe Wisenblit. - Twelfth edition. Global edition. - Harlow, England : Pearson, c2019. - 508 pages : color illustrations ; 28 cm
Includes glossary and indexes.
PART1: CONSUMERS, MARKETERS, AND TECHNOLOGY -- Consumer Behavior and Technology -- Market Segmentation and Real-Time Bidding -- PART 2: THE CONSUMER AS AN INDIVIDUAL -- Consumer Motivation and Personality -- Consumer Perception and Positioning -- Consumer Learning -- Consumer Attitude Formation and Change -- PART 3: COMMUNICATION AND CONSUMER BEHAVIOR -- Persuading Consumers -- From Print and Broadcast to Social Media and Mobile Advertising -- Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth -- PART 4: SOCIAL AND CULTURAL SETTINGS -- The Family and Its Social Standing -- Cultural Values and Consumer Behavior -- Subcultures and Consumer Behavior -- Cross-Cultural Consumer Behavior: An International Perspective -- PART 5: CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH -- Consumer Decision-Making and Diffusion of Innovations -- Chapter 15: Marketers’ Ethics and Social Responsibility -- Consumer Research.
"Marketing is constantly evolving. Marketers are shifting from universal ads to dynamic, customized ones; from audience segments to audience impressions. Through these changes, the challenge has remained the same- to understand how and why consumers make their decisions.
As its guiding principle, the twelfth edition of Consumer Behavior examines the dynamic between the consumer and the marketer who wishes to learn more about their buying choices. With a focus on the strategic applications of understanding consumer behaviour, this book help students to acquire the skills to plan, develop, and implement a marketing strategy with greater precision."--Back cover
9781292269245
Consumer behavior
HF5415.33 / Sch3 2019
Consumer behavior / Leon G. Schiffman, Joe Wisenblit. - Twelfth edition. Global edition. - Harlow, England : Pearson, c2019. - 508 pages : color illustrations ; 28 cm
Includes glossary and indexes.
PART1: CONSUMERS, MARKETERS, AND TECHNOLOGY -- Consumer Behavior and Technology -- Market Segmentation and Real-Time Bidding -- PART 2: THE CONSUMER AS AN INDIVIDUAL -- Consumer Motivation and Personality -- Consumer Perception and Positioning -- Consumer Learning -- Consumer Attitude Formation and Change -- PART 3: COMMUNICATION AND CONSUMER BEHAVIOR -- Persuading Consumers -- From Print and Broadcast to Social Media and Mobile Advertising -- Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth -- PART 4: SOCIAL AND CULTURAL SETTINGS -- The Family and Its Social Standing -- Cultural Values and Consumer Behavior -- Subcultures and Consumer Behavior -- Cross-Cultural Consumer Behavior: An International Perspective -- PART 5: CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH -- Consumer Decision-Making and Diffusion of Innovations -- Chapter 15: Marketers’ Ethics and Social Responsibility -- Consumer Research.
"Marketing is constantly evolving. Marketers are shifting from universal ads to dynamic, customized ones; from audience segments to audience impressions. Through these changes, the challenge has remained the same- to understand how and why consumers make their decisions.
As its guiding principle, the twelfth edition of Consumer Behavior examines the dynamic between the consumer and the marketer who wishes to learn more about their buying choices. With a focus on the strategic applications of understanding consumer behaviour, this book help students to acquire the skills to plan, develop, and implement a marketing strategy with greater precision."--Back cover
9781292269245
Consumer behavior
HF5415.33 / Sch3 2019