Consumer Behavior (11th Edition)

This book very literally changed my opinions that how consumers think, feel and act.  Unless you are determined to be miserable (because it is not easy to understand, there are many references to read relatidly), this book will change your career, lifestyle and maybe more for the better. From the inside flap; “Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.”

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Description

This program (book) will provide a better teaching and learning experience–for you and your students. Here’s how:

  • Improve Results with MyMarketingLab: MyMarketingLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning.
  • Bring Concepts to Life with Cases: End-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies,
  • Global Coverage Focus: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing.
  • Keep Your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.

Table of Contents

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

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