Book Details
Consumer Behavior
Bring Concepts to Life with Cases
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 behaviour to create marketing strategies.
Global Coverage Focus
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.
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
Endnotes
Glossary
Company Index
Name Index
Subject Index
Chinese Medicine Men : Consumer Culture in China and Southeast Asia
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