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Consumer Behavior de Rik Pieters

Consumer Behavior

Autor Rik Pieters, Wayne Hoyer, Deborah J. Macinnis
en Limba Engleză Paperback – 2017
ThepopularCONSUMERBEHAVIOR,7Edrawskeyconceptsfrommarketing,psychology,sociology,andanthropologytopresentastrongfoundationandhighlypracticalfocusonreal-worldapplicationsfortoday'sglobalbusinessenvironment.Withthisnewedition,youexaminethelatestresearchandcurrentbusinesspracticeswithextensivecoverageofsocialmediainfluences,increasedconsumerpower,andemergingneurosciencefindings.Youalsostudycontroversiesinconsumerdecision-makinginvolvingmoney,goals,emotions,charity,health,materialism,andsustainability.Thiseditionincreasesitsemphasisonsocialresponsibilityandethicsinmarketing,scrutinizingboththedarksideandconstructivepossibilities.Withevenmorereal-worldexamplesandthought-provokingapplicationexercises,includingnewchapter-openingexamplesandclosingcases,CONSUMERBEHAVIOR,7Eprovidesathorough,yetenjoyableguidethatenablesyoutomastertheskillsyouneed.
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Specificații

ISBN-13: 9781305507272
ISBN-10: 1305507274
Pagini: 560
Dimensiuni: 217 x 277 x 24 mm
Greutate: 1.18 kg
Ediția:7. Auflage
Editura: CENGAGE LEARNING INC

Descriere

The popular CONSUMER BEHAVIOR, 7E draws key concepts from marketing, psychology, sociology, and anthropology to present a strong foundation and highly practical focus on real-world applications for today's global business environment. With this new edition, you examine the latest research and current business practices with extensive coverage of social media influences, increased consumer power, and emerging neuroscience findings. You also study controversies in consumer decision-making involving money, goals, emotions, charity, health, materialism, and sustainability.

This edition increases its emphasis on social responsibility and ethics in marketing, scrutinizing both the dark side and constructive possibilities. With even more real-world examples and thought-provoking application exercises, including new chapter-opening examples and closing cases, CONSUMER BEHAVIOR, 7E provides a thorough, yet enjoyable guide that enables you to master the skills you need.

Notă biografică

Wayne D. Hoyer, Ph.D., holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise in the Department of Marketing at the McCombs School of Business. He received his doctorate, Master of Science and Bachelor of Science from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and consumer brand sabotage as well as advertising information processing (including miscomprehension, humor and brand personality). Dr. Hoyer has published more than 100 articles in academic journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 O�Dell Award from the American Marketing Association. He has received an honorary doctorate from the University of Bern in Switzerland and been the Montezemolo Visiting Research Fellow in the Judge School of Business. He is a Visiting Fellow of Sidney Sussex College at the University of Cambridge (United Kingdom). Dr. Hoyer has taught internationally at the University of Cambridge (United Kingdom), University of Mannheim, the University of Muenster, the Otto Beisheim School of Management (Germany), the University of Bern (Switzerland), and Thammasat University (Bangkok, Thailand).