Book Description
This revision of a classic book retains the market segmentation approach that has set the standard for consumer behavior study through 6 editions. KEY TOPICS- Emphasizes the role of technology- the impact of technology on consumers and how they make their buying decisions is integrated throughout the text. MARKET- For anyone interested in Consumer Behavior.
Features and Benefits
NEW—Streamlined for more focused coverage—Shorter by 200 pages, the seventh edition focuses on fundamental concepts and linkages between interrelated principles and processes. In total, 5 chapters were either combined or eliminated, without any sacrifice to core topic coverage.
Streamlined text can be covered in one semester.Four cases are comprehensive cases that challenge student learning across a number of chapters. All cases are supported by questions and on-line teaching notes. Videos support the 4 comprehensive cases.
Cases make the material come to life, while on-line delivery lets students study the material whenever they want.
NEW—Custom videos bring the real world into the classroom—Four 10-minute segments portray consumer behavior issues as they are managed by Sputnik, NASCAR, Yahoo!, and Kodak. Each video is supported by an on-line, comprehensive case.
Consumer behavior comes alive as students see what real companies are really doing.
NEW—On-line internet exercises challenge students to put technology to work—Every chapter is supported by an on-line, issues-oriented internet exercise that delves into companies such as Ben & Jerrys, Barbie, and Coca-Cola.
Students apply the concepts they have learned to popular websites.
NEW—Emphasizes the role of technology—The impact of technology on consumers and how they make their buying decisions is integrated throughout the text.
Students get the most up-to-date material on how technology is changing their lives as consumers.
Synopsis
Taking a "market segmentation approach", this text balances consumer behaviour concepts with research and applied marketing techniques. For the seventh edition the strategic marketing perspective has been intensified, and there are practical examples, drawn mainly from the hi-tech industries.
