Schiffman: Consumer Behavior_11 (Hardcover)
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Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. KEY TOPICS Consumers, Marketers, and Technology; Technology-Driven Consumer Behavior; Segmentation, Targeting, and Positioning; The Consumer as an Individual; Consumer Motivation and Personality; Consumer Perception; Consumer Learning; Consumer Attitude Formation and Change; Communication and Consumer Behavior; Persuading Consumers; From Print and Broadcast Advertising to Social and Mobile Media; Reference Groups and Word-of-Mouth; Consumers in Their Social and Cultural Settings; The Family and Its Social Standing; Culture's Influence on Consumer Behavior; Subcultures and Consumer Behavior; Cross-Cultural Consumer Behavior: An International Perspective; Consumer Decision- Making, Marketing Ethics, and Consumer Research; Consumer Decision-Making and Diffusion of Innovations; Marketing Ethics and Social Responsibility; Consumer Research For readers interested in studying consumer behavior and/or marketing.