Consumer Behavior, Global Edition

Consumer Behavior, Global Edition

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Description

For undergraduate and graduate consumer behavior courses.



The text that set the standard for consumer behavior study.



Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.



MyMarketingLab for Consumer Behavior is a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning.



Please note that the product you are purchasing does not include MyMarketingLab.



MyMarketingLab



Join over 11 million students benefiting from Pearson MyLabs.

This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab.



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3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9780273787419)

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Go to www.MyMarketingLab.com to buy access to this interactive study programme.



For educator access, contact your Pearson representative. To find out who your Pearson representative is, visit www.pearsoned.co.uk/replocator
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Product details

  • Paperback | 496 pages
  • 216 x 276 x 16mm | 990g
  • Harlow, United Kingdom
  • English
  • 11th edition
  • 0273787136
  • 9780273787136
  • 634,189

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
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Rating details

218 ratings
3.95 out of 5 stars
5 36% (78)
4 37% (81)
3 18% (39)
2 6% (12)
1 4% (8)
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