9780132544368

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SEMESTER	$43.56	Aug 02
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SHORT TERM	$39.20	Jun 21

For undergraduate and graduate consumer behavior courses.

The text that set the standard for consumer behavior study.

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

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Bring Concepts to Life with Cases: 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,
Global Coverage Focus: Discussions and examples appear throughout the text demonstrating the importance of cultural differences in both domestic and multinational marketing.
Keep Your Course Current and Relevant: New examples, exercises, and research findings appear throughout the text.

Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133131033/ISBN-13: 9780133131031. That package includes ISBN-10: 0132544369/ISBN-13: 9780132544368 and ISBN-10: 0132552000/ISBN-13: 9780132552004.

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PART I:

CONSUMERS, MARKETERS, AND TECHNOLOGY

Chapter 1: Technology-Driven Consumer Behavior

Chapter 2: Segmentation, Targeting, and Positioning

PART II:

THE CONSUMER AS AN INDIVIDUAL

Chapter 3: Consumer Motivation and Personality

Chapter 4: Consumer Perception

Chapter 5: Consumer Learning

Chapter 6: Consumer Attitude Formation and Change

PART III:

COMMUNICATION AND CONSUMER BEHAVIOR

Chapter 7: Persuading Consumers

Chapter 8: From Print and Broadcast Advertising to Social and Mobile Media

Chapter 9: Reference Groups and Word-of-Mouth

PART IV:

CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS

Chapter 10: The Family and Its Social Standing

Chapter 11: Culture’s Influence on Consumer Behavior

Chapter 12: Subcultures and Consumer Behavior

Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective

PART V:

CONSUMER DECISION-MAKING, MARKETING ETHICS, AND CONSUMER RESEARCH

Chapter 14: Consumer Decision-Making and Diffusion of Innovations

Chapter 15: Marketing Ethics and Social Responsibility

Chapter 16: Consumer Research

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Consumer Behavior

Consumer Behavior

0132544369

Summary

Table of Contents

Supplemental Materials