Consumer behavior

By:

Kardes, Frank R

Contributor(s):

Material type: Text

TextPublication details: Cengage Learning India Pvt. Ltd. New Delhi 2019Edition: 2ndDescription: xxii, 550 pISBN:

9789386668523

Subject(s):

Consumer behavior

DDC classification:

658.8342 KAR

Summary: This text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. It devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision-making, persuasion, social media and the role of culture and society on consumer behavior. In addition, this innovative text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage.

List(s) this item appears in: Marketing | Public Policy & General Management

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8342 KAR (Browse shelf(Opens below))	1	Available		001936

This text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. It devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision-making, persuasion, social media and the role of culture and society on consumer behavior. In addition, this innovative text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage.

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