Consumer Behavior, 12th edition
-
eText
$59.99Digital book that you can read instantly
-
-
Instant access$59.99
Consumer Behavior (Subscription)
ISBN-13: 9780134734996
eText
-
-
Print
$229.32Hardcover, paperback, or loose-leaf
-
-
Free deliveryWas$286.65 Now$229.32
Consumer Behavior
ISBN-13: 9780134734828
Hardcover
-
Overview
For undergraduate and graduate courses in consumer behavior.
Strategic applications for understanding consumer behavior
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. With an emphasis on developing a variety of useful skills, this text prepares readers for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.
Table of contents
I. Consumers, Marketers, and Technology
1. Technology-Driven Consumer Behavior
2. Segmentation, Targeting, and Positioning
II. The Consumer as an Individual
3. Consumer Motivation and Personality
4. Consumer Perception
5. Consumer Learning
6. Consumer Attitude Formation and Change
III. Communication and Consumer Behavior
7. Persuading Consumers
8. From Print and Broadcast Advertising to Social and Mobile Media
9. Reference Groups and Word-of-Mouth
IV. Consumers in their Social and Cultural Settings
10. The Family and Its Social Standing
11. Culture’s Influence on Consumer Behavior
12. Subcultures and Consumer Behavior
13. Cross-Cultural Consumer Behavior: An International Perspective
V. Consumer Decision-Making, Marketing Ethics, and Consumer Research
14. Consumer Decision-Making and Diffusion of Innovations
15. Marketing Ethics and Social Responsibility
16. Consumer Research
For teachers
All the material you need to teach your courses.
Discover teaching materialPublished by Pearson (March 11th 2018) - Copyright © 2019