Consumer Behavior (10th Edition)

Author Information

Leon Schiffman, Leslie Kanuk

Product Details

ISBN: 9780135053010

Publish Date: 08/07/2009

Publisher: Prentice Hall

Number of pages: 600

Description

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

Consumer Behavior: Its Origin and Strategic and Applications; Introduction to the Consumer Research Process; Market Segmentation; Consumer Motivation; Personality and Consumer Behavior; Consumer Perception; Consumer Learning; Consumer Attitude Formation and Change; Communication and Consumer Behavior; The Family and Its Social Class Standing; Influence of Culture on Consumer Behavior; Subcultures and Consumer Behavior; Cross Cultural and Global Consumer Behavior; Diffusion of Innovations; Consumer Decision Making and Beyond; Consumers Social Responsibility and Green Marketing

For readers interested in studying consumer behavior and/or marketing.


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