Descripciones mejoradas de Syndetics:

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.

Tabla de contenidos provista por Syndetics

• Part I Introduction
• 1 Introduction: Diversity in the Marketplace
• 2 Consumer Research
• 3 Market Segmentation
• Part II The Consumer As An Individual
• 4 Consumer Motivations
• 5 Personality and Consumer Behavior
• 6 Consumer Perception
• 7 Consumer Learning
• 8 Consumer Attitude Formation and Change
• 9 Communication and Consumer Behavior
• Part III Consumers In Their Social And Cultural Settings
• 10 Reference Groups and Family Influences
• 11 Social Class and Consumer Behavior
• 12 The Influence of Culture on Consumer Behavior
• 13 Subcultures and Consumer Behavior
• 14 Cross-Cultural Consumer Behavior: An International Perspective
• Part IV The Consumer's Decision Making Process
• 15 Consumer Influence and the Diffusion of Innovations
• 16 Consumer Decision Making
• Glossary
• Company Index
• Name Index
• Subject Index
• Credits