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Consumer behavior

Author: Leon G Schiffman; Leslie Lazar Kanuk; Joseph Wisenblit
Publisher: Boston, Mass. ; London : Pearson Prentice Hall, ©2010.
Edition/Format:   Print book : English : 10th ed., Global edView all editions and formats
Summary:
Taking a market segmentation approach, this latest edition of a respected text carefully balances consumer behaviour concepts, research and applied marketing examples.
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Genre/Form: Lehrbuch
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Leon G Schiffman; Leslie Lazar Kanuk; Joseph Wisenblit
ISBN: 9780137006700 0137006705
OCLC Number: 457128235
Notes: Previous edition: 2007.
Description: 592 pages : illustrations ; 28 cm
Contents: Part I: Consumers, marketers, and technology --
1. Technology-driven consumer behavior --
2. Segmentation, targeting, and positioning --
Part II. The consumer as an individual --
3. Consumer motivation and personality --
4. Consumer perception --
5. Consumer learning --
6. Consumer attitude formation and change --
Part 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 --
Part 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 --
Part 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.
Responsibility: Leon G. Schiffman, Leslie Lazar Kanuk ; in collaboration with Joseph Wisenblit.

Abstract:

Taking a market segmentation approach, this latest edition of a respected text carefully balances consumer behaviour concepts, research and applied marketing examples.

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