Açıklama
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.
Baskılar ve ISBN
- 2013
- Pearson Education, Limited · İngilizce
ISBN 9780132667418 - 2014
- Pearson Education, Limited · İngilizce · 600 sayfa
ISBN 9780133131031 - 2009
- Pearson Education, Limited · İngilizce · 600 sayfa
ISBN 9780137006700 - 2008
- Pearson Education, Limited · İngilizce · 656 sayfa
ISBN 9780138155605
Künye
- Yazarlar
- Leon G. Schiffman, Leslie Lazar Kanuk
- İlk yayın
- 1978
- Yayınevleri
- Prentice Hall, Prentice-Hall International, Prentice-Hall, Pearson Education, Pearson Prentice Hall
- Sayfa (ortalama)
- 615
- Baskı sayısı
- 25
- Kaynak
- Open Library