Schiffman, Leon G. creator author. Wisenblit, Joseph author. Kumar, S Ramesh. author text bibliography nyu 2019 12th ed. monographic eng

print

xxix, 478p.; 29 cm PB By Leon G. Schiffman ; Joe Wisenblit and S. Ramesh Kumar. With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts. This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning-- presented in the first chapter, this model serves as a structural framework for the concepts-- the building blocks-- examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making. For those studying consumer behavior and/or marketing. Includes bibliographical references (pages 405-431) and index. Market segmentation and real time bidding Consumer perception and positioning Consumer perception and positions 658.8342 SCHL 9789353069834 2017037515 DLC 170922 20250519102527.0 eng