Consumer Behavior, Global Edition de Leon G. Schiffman

Consumer Behavior, Global Edition

Autor Leon G. Schiffman, Joseph L. Wisenblit

en Limba Engleză Paperback – 9 ian 2019

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Specificații

ISBN-13: 9781292269245
ISBN-10: 1292269243
Pagini: 512
Dimensiuni: 216 x 276 x 28 mm
Greutate: 1.26 kg
Ediția:12. Auflage
Editura: Pearson

Cuprins

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