For undergraduate and graduate courses in consumer behaviour. Consumer Behavior, 12th Edition explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, technological advances, and recent ethical concerns affecting the industry.
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I. Consumers, Marketers, and Technology 1. Technology-Driven Consumer Behavior 2. Segmentation, Targeting, and Positioning II. The Consumer as an Individual 3. Consumer Motivation and Personality 4. Consumer Perception 5. Consumer Learning 6. Consumer Attitude Formation and Change III. Communication and Consumer Behavior 7. Persuading Consumers 8. From Print and Broadcast Advertising to Social and Mobile Media 9. Reference Groups and Word-of-Mouth IV. Consumers in their Social and Cultural Settings 10. The Family and Its Social Standing 11. Culture’s Influence on Consumer Behavior 12. Subcultures and Consumer Behavior 13. Cross-Cultural Consumer Behavior: An International Perspective V. Consumer Decision-Making, Marketing Ethics, and Consumer Research 14. Consumer Decision-Making and Diffusion of Innovations 15. Marketing Ethics and Social Responsibility 16. Consumer Research
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Keep your course current and relevant New - Every chapter contains new and updated material to address modern consumer behavior and recent trends in the marketing industry.New - Chapter 3 includes a new section exploring the effects that hidden motives have on consumer behavior.Updated - The role of new media is explored throughout, providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns, and track and measure the results.Updated - The 12th Edition considers the impact of modern technology on marketing and consumer behavior, with coverage of the value exchange between consumers and marketers, astute positioning, and more.Updated - Chapter 15 addresses contemporary ethical concerns in the industry, including consumer privacy issues and violations, aggressive advertising towards children, and the potential for customized messaging to encourage irresponsible buying. Bring concepts to life with cases New - Dozens of new ad illustrations help students visualize how the topics discussed affect real marketing decisions.Cases and End-of-Chapter Cases show students the real-life application of the concepts covered, demonstrating how real companies use consumer behavior to create marketing strategies.The text demonstrates the strategic application of consumer behavior through hands-on examples (some with comments from real marketing executives), internationally-recognized marketing campaigns, guidelines for marketing application, and exhibits based on recent, empirical data. Focus on global coverage New - A new narrative in Chapter 13 illustrates the linguistic and legal barriers involved in global marketing efforts.Global coverage, discussions, and examples enable students to understand the dynamics of cultural differences in both domestic and multinational marketing.
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Keep your course current and relevant Every chapter contains new and updated material to address modern consumer behavior and recent trends in the marketing industry.Chapter 3 includes a new section exploring the effects that hidden motives have on consumer behavior.The role of new media is explored throughout, providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns, and track and measure the results.The 12th Edition considers the impact of modern technology on marketing and consumer behavior, with coverage of the value exchange between consumers and marketers, astute positioning, and more.Chapter 15 addresses contemporary ethical concerns in the industry, including consumer privacy issues and violations, aggressive advertising towards children, and the potential for customized messaging to encourage irresponsible buying. Bring concepts to life with cases Dozens of new ad illustrations help students visualize how the topics discussed affect real marketing decisions. Focus on global coverage A new narrative in Chapter 13 illustrates the linguistic and legal barriers involved in global marketing efforts.
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Produktdetaljer

ISBN
9781292269245
Publisert
2019-01-09
Utgave
12. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
990 gr
Høyde
275 mm
Bredde
215 mm
Dybde
18 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
512