Consumer Behavior, Global Edition
Autor Joseph Wisenblit, Leon G. Schiffmanen Limba Engleză Paperback – 16 ian 2019
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Specificații
ISBN-13: 9781292269245
ISBN-10: 1292269243
Pagini: 512
Dimensiuni: 218 x 277 x 20 mm
Greutate: 1.01 kg
Ediția:12. Auflage
Editura: Pearson Education
ISBN-10: 1292269243
Pagini: 512
Dimensiuni: 218 x 277 x 20 mm
Greutate: 1.01 kg
Ediția:12. Auflage
Editura: Pearson Education
Cuprins
- 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