Consumer Behavior : 12e By Leon G. Schiffman (9789353069834)
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Consumer behaviour, 12th edition explores how the examination and application of consumer behaviour is central to the planning, development and implementation of successful marketing strategies. Additionally, the present edition has been molded keeping in mind that the Indian marketing context has several unique aspects that are different from a developed market. The diversity and nuances of such a context have been captured in the backdrop of conceptual frameworks. With an emphasis on developing a variety of useful skills, This text prepares students for careers in brand management, advertising and consumer research. The 12th edition has been significantly updated to address contemporary trends and issues, including the impact of modern technology on marketing and consumer behaviour, with coverage of the value exchange between consumers and marketers, astute positioning and more. The role of new media providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns and track and measure the results. A new section exploring the effects that hidden motives have on consumer behaviour in Chapter 3. Inclusion of updated cases and caselets features such as the ?touch of reality? that connects concepts with the reality of Indian context and ?conceptual
Theme? elaborating the application of theoretical concepts? Application of classical theories as well as the appreciation of contemporary research. Dozens of new ad illustrations, including of Indian brands like Tata, soulful, Peter England and yakult, to help students visualize how the topics discussed effect real marketing decisions. Table of Contents: Part I consumers, marketers and technology 1 consumer behaviour and technology 2 market segmentation and real-time bidding part II the consumer as an individual 3 consumer motivation and Personality 4 consumer perception and positioning 5 consumer learning 6 consumer attitude formation and change part III communication and consumer behaviour 7 persuading consumers 8 from print and broadcast to social media and mobile advertising 9 reference groups and communities, opinion leaders and word-of-mouth part IV social and cultural settings 10 The family and its social standing 11 cultural values and consumer behaviour 12 cross-cultural consumer behaviour: An international perspective part V consumer decision-making, marketing ethics and consumer research 13 consumer decision-making and diffusion of innovations 14 marketers? ethics and social responsibility 15 consumer research.