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Book Summary of Consumer Behavior: Science and Practice
This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.
key Features
CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition focuses on why and how consumers make specific decisions and behave in certain ways, exploring what motivates them, captures their attention, and retains their loyalty (turning mere "customers" into "fans" of an organization). In addition to thorough coverage of key consumer behavior principles, the text features unique managerial application sections related to relevant advertising, marketing research, and marketing management decisions.
The first four parts opens with an interview with a well-respected consumer researcher to stimulate student interest and introduce key topics in an engaging, conversational way.
Chapters in each part includes a link to a short video case and a set of applied questions isbn
9788131516829
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