Consumer Behaviour
Schiffman, Leon G and Kanuk, Leslie Lazar
Consumer Behaviour SCHIFFMAN, LEON G. - 9th - New Delhi Pearson Education 2009 - 650
The 11th edition of Consumer Behavior has been 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 like 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 and 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.
9788177589993
Consumer Behaviour
658.8342 / SCH
Consumer Behaviour SCHIFFMAN, LEON G. - 9th - New Delhi Pearson Education 2009 - 650
The 11th edition of Consumer Behavior has been 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 like 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 and 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.
9788177589993
Consumer Behaviour
658.8342 / SCH