000 02224nam a2200229Ia 4500
003 OSt
005 20240819142303.0
008 240814s2019 xx 000 0 und d
020 _a9781292269245
040 _cSIU
041 _aeng
082 _a658.834 SCH 2019
100 _aSchiffman, Leon G.,
245 _aConsumer Behavior :
_bGlobal Edition
260 _aUnited Kingdom
_bPerson Education
_c2019
300 _a512 pages
_c8.5 x 1.21 x 10.87 inches
500 _aPaperback / softback
505 _aStrategic applications for understanding consumer behavior Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. 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 role of new media, technological advances, and recent ethical concerns affecting the industry. Features Keep your course current and relevant - New - Every chapter contains new and updated material to address modern consumer behavior and recent trends in the marketing industry. - New - Chapter 3 includes a new section exploring the effects that hidden motives have on consumer behavior. - Updated - The role of new media is explored throughout, 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. - Updated - The 12th Edition considers the impact of modern technology on marketing and consumer behavior, with coverage of the value exchange between consumers and marketers, astute positioning, and more. - Updated - Chapter 15 addresses contemporary ethical concerns in the industry, including consumer privacy issues and violations, aggressive advertising towards children, and the potential for customized messaging to encourage irresponsible buying.
650 _aSales and marketing
650 _aConsumer Behavior
942 _2ddc
_cBK
999 _c268
_d268