Consumer Behavior, plus MyMarketingLab with Pearson eText, Global Edition, 11/e
Pearson Education Limited
978-0-273-78741-9 (ISBN)
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The text that set the standard for consumer behavior study.
Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.
MyMarketingLab for Consumer Behavior is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning.
PART I:
CONSUMERS, MARKETERS, AND TECHNOLOGY
Chapter 1: Technology-Driven Consumer Behavior
Chapter 2: Segmentation, Targeting, and Positioning
PART II:
THE CONSUMER AS AN INDIVIDUAL
Chapter 3: Consumer Motivation and Personality
Chapter 4: Consumer Perception
Chapter 5: Consumer Learning
Chapter 6: Consumer Attitude Formation and Change
PART III:
COMMUNICATION AND CONSUMER BEHAVIOR
Chapter 7: Persuading Consumers
Chapter 8: From Print and Broadcast Advertising to Social and Mobile Media
Chapter 9: Reference Groups and Word-of-Mouth
PART IV:
CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS
Chapter 10: The Family and Its Social Standing
Chapter 11: Culture's Influence on Consumer Behavior
Chapter 12: Subcultures and Consumer Behavior
Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective
PART V:CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH
Chapter 14: Consumer Decision-Making and Diffusion of Innovations
Chapter 15: Marketing Ethics and Social Responsibility
Chapter 16: Consumer Research
| Erscheint lt. Verlag | 30.6.2014 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-78741-1 / 0273787411 |
| ISBN-13 | 978-0-273-78741-9 / 9780273787419 |
| Zustand | Neuware |
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