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Consumer behaviour, 12th edition explores how the examination and application of consumer behaviour is central to the planning, development and implementation of successful marketing strategies. Additionally, the present edition has been molded keeping in mind that the Indian marketing context has several unique aspects that are different from a developed market. The diversity and nuances of such a context have been captured in the backdrop of conceptual frameworks. With an emphasis on developing a variety of useful skills, This text prepares students for careers in brand management, advertising and consumer research. The 12th edition has been significantly updated to address contemporary trends and issues, including the impact of modern technology on marketing and consumer behaviour, with coverage of the value exchange between consumers and marketers, astute positioning and more. The role of new media providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns and track and measure the results. A new section exploring the effects that hidden motives have on consumer behaviour in Chapter 3.
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Previews available in: English
Subjects
Motivation research (Marketing), Consumer behavior, Consumers, Consumer behavior., Verbraucherverhalten, Consumentengedrag, Attitudes, Études de marché, Consommateurs, Study and teaching, Textbooks, Verbraucherforschung, Marketing, Koopgedrag, Consumenten, Consumidores (pesquisa), Motivation research (marketing)Showing 7 featured editions. View all 25 editions?
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1
Consumer behavior
2010, Pearson Education, Pearson College Div
in English
- 10th ed.
0135053013 9780135053010
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Consumer behavior
2000, Prentice Hall International
in English
- 7th ed, international ed.
0130859141 9780130859143
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5
Consumer behavior
1997, Prentice Hall, Prentice Hall College Div
in English
- 6th ed.
0133729885 9780133729887
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Book Details
Edition Notes
Includes bibliographical references and index.
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- Created April 1, 2008
- 10 revisions
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December 19, 2023 | Edited by ImportBot | import existing book |
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