Consumer behavior

by Schiffman, Leon G.

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Title Statements

Full title :Consumer behavior / Leon G. Schiffman, Joseph Wisenblit, S. Ramesh Kumar.

Summary

This book explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. This text bring Concepts to life with 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 behavior to create marketing strategies. This text has 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.

Edition Statements

Publication Date:©2015
Edition:Eleventh edition, Indian subcontinent adaptation

Publication Statements

Publisher(s):Pearson India
Place of Publication:Delhi
Language:eng
Publication Date:©2015

The Physical Object

Description:xxvii, 508 pages : : illustrations ; : 28 cm.

Edition Identifiers

ISBN:9789332537644, 933253764X
oclc:ocn941003704
LC Classification:HF5415.32

Part I: Consumers, marketers, and technology -- Part II: The consumer as an individual -- Part III: Communication and consumer behavior -- Part IV: Consumers in their social and cultural settings -- Part V: Consumer decision-making, marketing ethics, and consumer research.