Consumer behavior

By:

Schiffman, Leon G,; Wisenblit, Joseph,; Ramesh Kumar S

Material type: Text

TextPublication details: Delhi Pearson 2015Edition: 11th EdDescription: xxvii, 508 p. 25 cm ;PbkISBN:

978-9332537644

Subject(s):

Consumer behavior Motivation research Marketing -- Consumers

DDC classification:

658.8342 SCH

Contents:

I Consumers, marketers, and technology II the consumer as an individual III Communication and Consumer behavior IV Consumers in their social and cultural settings V Consumers decision making, Marketing ethics and consumers research

Summary: This book explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. This text bring Concepts to life with New Cases and End-of-chapter Cases: Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies. This text has global coverage: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.8342 SCH (Browse shelf(Opens below))	Available		B2507

Gratis Rs.749/-

I Consumers, marketers, and technology
II the consumer as an individual
III Communication and Consumer behavior
IV Consumers in their social and cultural settings
V Consumers decision making, Marketing ethics and consumers research

This book explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. This text bring Concepts to life with New Cases and End-of-chapter Cases: Not only have several new cases been added throughout this edition, but two additional cases also appear at the end of every chapter. These new end-of-chapter cases show students the real-life application of the concepts just covered so that they can see how real companies use consumer behavior to create marketing strategies. This text has global coverage: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing, enabling students to understand the dynamics of cultural differences.

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