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100			_aSCHIFFMAN LEON G. _998
245			_aCONSUMER BEHAVIOR _c LEON G SCHIFFMAN. JOSEPH WISENBLIT ANDRAMESH S KUMAR .
250			_a11
260			_bPEARSON EDUCATION IN SOUTH ASIA _c2010 _aNEW DELHI
300			_a486 P. _bPAPER
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 BEHAVIOR _916067
700			_a WISENBLIT, JOSEPH _916068
700			_a KUMAR, RAMESH S _916069
942			_2ddc _cBK
999			_c40055 _d40055