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100			_aSchiffman, Leon G and Kanuk, Leslie Lazar _919425
245			_aConsumer Behaviour _cSCHIFFMAN, LEON G.
250			_a9th
260			_bPearson Education _aNew Delhi _c2009
300			_a650
520			_aThe 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.
650			_aConsumer Behaviour _919426
942			_2ddc _cBK
999			_c39403 _d39403