Consumer behavior/
Consumer behavior/
Leon G. Schiffman, J. Donald Kennedy Chair in Marketing and E-Commerce, Peter J. Tobin College of Business, St. John's University, New York City, Joseph Wisenblit, Professor of Marketing, Stillman School of Business, Seton Hall University, New Jersey.
- 10th ed.
- Chennai: Pearson, 2010.
- xxvii, 464 pages : illustrations ; 29 cm.
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
9788131731567
Consumer behavior.
Motivation research (Marketing)
Comportamiento del consumidor.
Investigación motivacional (Mercadotecnia)
658.8342 / SCH/C
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
9788131731567
Consumer behavior.
Motivation research (Marketing)
Comportamiento del consumidor.
Investigación motivacional (Mercadotecnia)
658.8342 / SCH/C