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Consumer Behavior (Hardback)

Frank R Kardes, Maria L Cronley, Thomas W Cline

Edité par Cengage Learning, Inc, United States, 2010
ISBN 10: 0538745401 / ISBN 13: 9780538745406
Neuf(s) / Hardback / Quantité : 10
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Titre : Consumer Behavior (Hardback)

Éditeur : Cengage Learning, Inc, United States

Date d'édition : 2010

Reliure : Hardback

Etat du livre : New

Description :

Language: English . Brand New Book. This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR, First Edition, devotes ample attention to classic consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, First Edition, will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business. N° de réf. du libraire BZV9780538745406

A propos du livre :

Book ratings provided by GoodReads) :
3,11 note moyenne
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Synopsis : This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR, First Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR, First Edition, will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.

Critique: Part I: CONSUMER FOCUSED STRATEGY. 1. The Study of Consumer Behavior. 2. Consumer Segmentation and Positioning. Part II: HOW CONSUMERS MAKE DECISIONS. 3. Overview of Consumer Decision Making. 4. Consumer Evaluation and Choice. 5. Risk and Consumer Decision Making. Part III: HOW CONSUMERS PROCESS INFORMATION. 6. Consumer Perception and Attention. 7. Persuasion: Attitudes and Judgment. 8. Affect and Motivation. 9. The Role of Learning and Memory. 10. Automatic Information Processing. 11. The Role of Personality and Self-Concept. Part IV: THE INFLUENCE OF THE SOCIAL ENVIRONMENT AND CONTEMPORARY STRATEGIES FOR MARKETERS. 12. The Role of Values and Culture. 13. Persuasion Through Social Influence. 14. Contemporary Marketing Strategies. 15. Consumer Behavior Online. 16. Consumer Behavior and Branding Strategy. Part V: MANAGERIAL DECISION MAKING. 17. Biases in Managerial Decision Making. 18. Strategies for Improving Managerial Decision Making.

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