Consumer behavior / by Leon G. Schiffman, Joseph Wisenblit and S. Ramesh Kumar
By: Schiffman, Leon G.
Contributor(s): Wisenblit, Joseph | Ramesh Kumar, S.
Material type: BookPublisher: New Delhi : Pearson, 2019Edition: 12th ed.Description: xxx, 670 pages : ill. 24 cm.ISBN: 9789353069834 (pbk) :.Subject(s): Consumer behavior | Motivation research -- MarketingDDC classification: 658.8342 Online resources: Publisher Description and Content PageItem type | Current location | Call number | Copy number | Status | Date due |
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Monograph | Indian Institute of Management Udaipur C6/2 | 658.8342 SLG (Browse shelf) | 1 | Available |
Includes bibliographical references and index.
PART I Consumers, Marketers, and Technology
1 Consumer Behavior and Technology
2 Market Segmentation and Real-Time Bidding
PART II The Consumer as an Individual
3 Consumer Motivation and Personality
4 Consumer Perception and Positioning
5 Consumer Learning
6 Consumer Attitude Formation and Change
PART III Communication and Consumer Behavior
7 Persuading Consumers
8 From Print and Broadcast to Social Media and Mobile Advertising
9 Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth
PART IV Social and Cultural Settings
10 The Family and Its Social Standing
11 Cultural Values and Consumer Behavior
12 Cross-Cultural Consumer Behavior: An International Perspective
PART V Consumer Decision-Making, Marketing Ethics, and Consumer Research
13 Consumer Decision-Making and Diffusion of Innovations
14 Marketers' Ethics and Social Responsibility
15 Consumer Research
Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. Additionally, the present edition has been molded keeping in mind that the Indian marketing context has several unique aspects that are di¬erent from a developed market. The diversity and nuances of such a context have been captured in the back of conceptual frameworks. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been signi cantly updated to address contemporary trends and issues, including Taken from the Publisher's Site.
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