(e-Book) Consumer Behavior, Global Edition 12th Edition (12 Months Digital Access) – Schiffman – BNS Supplies and Trading

(e-Book) Consumer Behavior, Global Edition 12th Edition (12 Months Digital Access) – Schiffman

Categories: Business & Investment, e-Book/ Digital Access

RM170.00

Product Info

Author: Leon G Schiffman & Joseph L. Wisenblit
Publisher: Pearson Education
Language: English
Type: Import
ISBN: 9781292269269 (e-Book)
Edition: 12th Edition
Cover: Ebook and Others
Year: 2018

Delivery & Shipping Cost

Delivery using J&T. The cost depends on the rate as provided by J&T.

Not refundable due to human error (like scratching); else for the books that printing error, missing pages or incorrect books. Please email us at sales@abookstore.my

Product Description

Every chapter contains new and updated material to address modern consumer behaviour and recent trends in the marketing industry.
Chapter 3 includes a new section exploring the effects that hidden motives have on consumer behaviour.
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.
The 12th Edition considers the impact of modern technology on marketing and consumer behaviour, with coverage of the value exchange between consumers and marketers, astute positioning, and more.
Chapter 15 addresses contemporary ethical concerns in the industry, including consumer privacy issues and violations, aggressive advertising towards children, and the potential for customised messaging to encourage irresponsible buying.
Dozens of new ad illustrations help students visualise how the topics discussed affect real marketing decisions. Cases and End-of-Chapter Cases show students the real-life application of the concepts covered, demonstrating how real companies use consumer behaviour to create marketing strategies.
The text demonstrates the strategic application of consumer behaviour through hands-on examples (some with comments from real marketing executives), internationally-recognised marketing campaigns, guidelines for marketing application, and exhibits based on recent, empirical data.
A new narrative in Chapter 13 illustrates the linguistic and legal barriers involved in global marketing efforts. Global coverage, discussions, and examples enable students to understand the dynamics of cultural differences in both domestic and multinational marketing.

Table of Content

This is a digital product (eBook) with 1 year access and no physical item to be post out.

Please take note of the access platform and access period.

Once the payment confirmed, we will proceed to send the order to the publisher to generate and send out the access code to your registered email address within 3-5 working days

I. Consumers, Marketers, and Technology
1. Technology-Driven Consumer Behavior
2. Segmentation, Targeting, and Positioning
II. The Consumer as an Individual
3. Consumer Motivation and Personality
4. Consumer Perception
5. Consumer Learning
6. Consumer Attitude Formation and Change
III. Communication and Consumer Behavior
7. Persuading Consumers
8. From Print and Broadcast Advertising to Social and Mobile Media
9. Reference Groups and Word-of-Mouth
IV. Consumers in their Social and Cultural Settings
10. The Family and Its Social Standing
11. Culture’s Influence on Consumer Behavior
12. Subcultures and Consumer Behavior
13. Cross-Cultural Consumer Behavior: An International Perspective
V. Consumer Decision-Making, Marketing Ethics, and Consumer Research
14. Consumer Decision-Making and Diffusion of Innovations
15. Marketing Ethics and Social Responsibility
16. Consumer Research