(eBook PDF) Consumer Behaviour 2nd by Isabelle Szmigin – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0198786239
- ISBN-13 : 978-0198786238
- Author: Isabelle Szmigin (Author), Maria Piacentini (Author)
In this highly practical and engaging textbook, Szmigin and Piacentini provide the most holistic consideration of consumer behaviour available, demonstrating how seminal theories and cutting-edge research have an impact on today’s marketing professionals.
The latest behavioral, psychological, and sociological approaches are presented alongside emerging techniques, such as the analysis of big data, integrating digital experiences, and the continuing importance of conscious consumption. Theory is set firmly in context for students through extended cases and extensive use of international examples, including interactive advertising on Snapchat, social media marketing by Maybelline in China, and culturally reflective advertising by IKEA and McCain.
Part 1: Consumer Behavior and Marketing Strategy
Ch 1: Understanding Consumer Behavior and Consumer Research
Ch 2: Consumer Focused Strategy: Segmentation and Positioning
Ch 3: Branding Strategy and Consumer Behavior
Part 2: Consumer Information Processing
Ch 4: Consumer Perception
Ch 5: Learning and Memory
Ch 6: Automatic Information Processing
Ch 7: Motivation and Emotion
Ch 8: Attitude and Judgment Formation and Change
Part 3: Consumer Decision Making
Ch 9: The Consumer Decision Making Process
Ch 10: Product Consideration, Evaluation, and Choice
Ch 11: Behavioral Decision Theory
Part 4: Consumer Social Influences and Contemporary Strategies for Marketers
Ch 12: Self-Concept and Personality
Ch 13: Social Influence and Behavioral Compliance
Ch 14: The Influence of Culture and Values
Ch 15: The Influence of Demography
Ch 16: Contemporary Strategies in Reaching Consumers
Ch 17: Engaging Consumers through Online Marketing
Part 5: Managerial Decision Making
Ch 18: Biases in Managerial Decision Making
Ch 19: Strategies for Improving Managerial Decision Making
Chapter Summary
Glossary
Name Index
Subject Index
Product/Company Index
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