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