Consumer Behavior 12th Edition Schiffman Test Bank
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Consumer Behavior 12th Edition Schiffman Test Bank
Product details:
- ISBN-10 : 9780134734828
- ISBN-13 : 978-0134734828
- Author: Leon G. Schiffman, PhD
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 readers 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.
Table contents:
I. Consumers, Marketers, and Technology Technology-Driven Consumer Behavior Segmentation, Targeting, and Positioning
II. The Consumer as an Individual Consumer Motivation and Personality Consumer Perception Consumer Learning Consumer Attitude Formation and Change
III. Communication and Consumer Behavior Persuading Consumers From Print and Broadcast Advertising to Social and Mobile Media Reference Groups and Word-of-Mouth
IV. Consumers in their Social and Cultural Settings The Family and Its Social Standing Culture Influence on Consumer Behavior Subcultures and Consumer Behavior
Cross-Cultural Consumer Behavior: An International Perspective
V. Consumer Decision-Making, Marketing Ethics, and Consumer Research Consumer
Decision-Making and Diffusion of Innovations Marketing Ethics and Social Responsibility Consumer Research
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