Consumer Behavior (Hardback)

Frank R Kardes, Maria L Cronley, Thomas W Cline

Edité par Cengage Learning, Inc, 2010
ISBN 10: 0538745401 / ISBN 13: 9780538745406
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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

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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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Détails bibliographiques

Titre : Consumer Behavior (Hardback)
Éditeur : Cengage Learning, Inc
Date d'édition : 2010
Reliure : Hardback
Etat du livre : New

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Description du livre South-Western College Pub. État : Good. INSTRUCTOR COPY. May have notes, highlighting, wear and tear. Supplements not guaranteed. Please contact us if you have any questions. N° de réf. du libraire 050-015527

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Frank Kardes, Maria Cronley, Thomas Cline
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Kardes, Frank; Cronley, Maria; Cline, Thomas
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Description du livre South-Western College Pub 2010-01-01, 2010. Hardcover. État : Good. 0538745401 Has heavy shelf wear, but still a good reading copy. Tape on front or back cover, otherwise in great used condition. A portion of your purchase of this book will be donated to non-profit organizations. Over 1,000,000 satisfied customers since 1997! We ship daily M-F. Choose expedited shipping (if available) for much faster delivery. Delivery confirmation on all US orders. N° de réf. du libraire Z0538745401Z3

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Frank Kardes, Maria Cronley, Thomas Cline
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