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Category : Marketing

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

Product Detail:

Language: English
ISBN-10: 0132544369
ISBN-13: 978-0132544368
ISBN-13: 9780132544368

Get Consumer Behavior 11th Edition by Leon G.Schiffman, Joseph Wisenblit

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