Consumer behavior, 11th edition
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Description
The 11th edition of Consumer Behavior offers a comprehensive view of the leaping progress made towards the inevitable synthesis of media, entertainment content, and marketing. In this edition, we have introduced new topics such as behavioral targeting, customizing products and promotional messages, predictive analytics, reaching & “ldquoeyeballs” instead of demographic groups, tracking online navigation and analyzing websites’ visits, gauging word-of-mouth and opinion leadership online, consumer-generated advertising, and new media platforms such as mobile apps advertising. A qualitative research case that is grounded in the Indian context has also been added to enable the students to understand how such research techniques that originated in the West can be practiced in the Indian context. This book carries consumer behavior branding interface examples that are more diverse and in-depth than the earlier edition. Several of these examples have been provided across chapters so that students can connect with the Indian context throughout the text and appreciate the linkages across chapters.
Copyright Date
April 2014
Publication Date
2-4-2014
Pagination
xxvii, 508 pages
ISBN
978-9332555099
Publisher
Pearson
Keywords
Consumer behaviour, Consumer behavior, Marketing management, Consumer research
