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.
This program will provide a better teaching and learning experience–for you and your students. Here’s how:
- Bring Concepts to Life with Cases: 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,
- Global Coverage Focus: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing.
- Keep Your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.
Table of Contents
CONSUMERS, MARKETERS, AND TECHNOLOGY
Chapter 1: Technology-Driven Consumer Behavior
Chapter 2: Segmentation, Targeting, and Positioning
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
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
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
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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Consumer Behavior, CourseSmart eTextbook, 11th Edition
Format: Safari Book
$107.99 | ISBN-13: 978-0-13-254439-9