The 11th edition of Consumer Behavior has been offers a comprehensive view of the leaping progress made towards the inevitable synthesis of media, entertainment content, and marketing. In this edition, we have introduced new topics like behavioral targeting, customizing products…
by Schiffman, Leon G., Wisenblit, Joseph, Ramesh, Kumar S.
fromAlways learning
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 t…
India is one of the emerging markets that pose a unique set of challenges to marketers. The diversity of its cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour in India a fascinating study. Emphasising as its core proposition the importanc…
India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context.…