Consumer Behavior

by Leon G. Schiffman, Joseph L. Wisenblit

For undergraduate and graduate courses in consumer behavior.



Strategic applications for understanding consumer behavior

Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior 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.

Features

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.

Genres: Business, Nonfiction, Management, Academic, Psychology, Reference

512 pages, Paperback

First published January 1, 1978

Reviews

[Balachandar Kaliappan]

Consumer behavior need to be taught to Marketing Graduates since once a person is able to identify the consumer mind and he will be able to generate good results in terms of revenue. This book paves wave to understand psychology and how to apply that in marketing the service/ product produced in your company. While comparing with other books this book, this book delivers the subject effectively.

[Mufidah]

we can learn more deep about consumer
how the book explained what driven consumer is easy to understand with nice and creative pic in it
i mean u can see consumer as an individual or as a group more deep (it posses many psychology knowledge too)

[Scarlet Risque]

This is a marketer secret weapon. You must hide this book and memorise its position and how to execute it with precision. Never ever let your enemy see this. Now that I had revealed my weapon, take this and use it to your advantage. All the best.

[Carlos Mijares poyer]

great content!

[Arqam]

html is ok

[Sabrina]

Claro e interesante.

[Ahmad Hosaini]

i am a student in shoolini university in India and also i need this book, so please help me this problem being solved

[Wiragita]

Best book to understand customer decision making and their behavior. For beginner.

[Amir Jabbari]

The book is a copy of the Consumer Behavior by Micheal Solomon

[Nadiia]

It's a good book for B2C or C2C, with a focus on product. If you are looking for a b2b services perspective, not sure it will work for you

[Lulu]

Promocioné la materia 10/10

[Isabella Zuluaga]

I really liked, because I'm currently studying marketing, so it help me a lot with some subjects.

[Axl Hext]

Good!

[Divya Gonnabathula]

Good examples, and good explanation of concepts! Was one of my favorite books in my b-school days!

[Amin]

i am fine

[Delhi Irc]

Location: PTI IRC
Accession No: DL028481

[Bianca]

Aprendí un montón con este libro, realmente lo disfruté y recomiendo.

[Nizamuddin Nizari]

It was excellent.