Consumer behavior / Leon G. Schiffman, Joe Wisenblit.
Material type:
TextLanguage: English Publication details: Harlow, England : Pearson, c2019.Edition: Twelfth edition; Global editionDescription: 508 pages : color illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 9781292269245
- HF5415.33 Sch3 2019
| Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
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Books
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Ladislao N. Diwa Memorial Library Reserve Section | Non-fiction | RUS HF5415.33 Sch3 2019 (Browse shelf(Opens below)) | Link to resource | Room use only | 79875 | 00082269 |
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| RUS HF5415.32 Se7 2019 Consumer behaviour / | RUS HF5415.32 T41 2013 Consumer behavior and marketing research / | RUS HF5415.33 G41 2022 Consumer behaviour and promotion management / | RUS HF5415.33 Sch3 2019 Consumer behavior / | RUS HF5415.123 An2 2019 Advertising, promotion, and other aspects of integrated marketing communications / | RUS HF5415.123 B93 1998 Introduction to marketing communication : an integrated approach / | RUS HF5415.123 T41 2022 Strategic communications : for PR, social media and marketing / |
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
Fund 164 C & E Publishing, Inc. Purchased 09/22/2021 79875 pnr PHP 3,193.20 2021-06-336 2021-1-0309