Consumer Behavior: Buying, Having, and Being, Global Edition
- ISBN13:9781292318103
- 出版社:Pearson Education Limited
- 作者:Michael R. Solomon
- 裝訂/頁數:平裝/640頁
- 規格:27.5cm*21.7cm*2.4cm (高/寬/厚)
- 版次:13
- 出版日:2019/10/18
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商品簡介
The Thirteenth edition marries a strong theoretical foundation with practical insights into the everyday practice of marketing, reinforced by Discuss and Apply questions at the end of each chapter. New and updated features include:
1.Marketing Opportunity boxes that highlight the fascinating ways in which organizations have capitalized on marketing opportunities to generate large profits.
2.Consumer Behavior Challenge problems at the end of every chapter present students with current scenarios that marketers are dealing with. Students can work individually, in groups, or in a class discussion to talk through possible solutions to these challenges.
3.End-of-Chapter Case Studies that examine companies across the globe, helping students see the practical applications of consumer behavior. The cases reference breands that students know and love-L'Oreal Paris, KitKat, TOMS, KonMari, Lush, etc.
4.Appendix: Research Methods that summarizes an array of methodologies to help students understand that there is more than on way to approach a challenging problem.
Also available for purchase is MyLab Marketing, an optional suite of course-management and assessment tools that allows instructors to set and deliver courses online. The MyLab includes brief essays on consumer behavior research by professors.
作者簡介
現職:Saint Joseph's University
目次
Ch 1 Buying, Having, and Being: An Introduction to Consumer Behavior
Ch 2 Consumer Well-Being
PART II: INTERNAL INFLUENCES ON CONSUMER BEHAVIOR
Ch 3 Perception
Ch 4 Learning and Memory
Ch 5 Motivation and Affect
Ch 6 The Self: Mind, Gender, and Body
Ch 7 Personality, Lifestyles, and Values
PART III: CHOOSING AND USING PRODUCTS
Ch 8 Attitudes and Persuasive Communications
Ch 9 Decision Making
Ch10 Buying, Using, and Disposing
PART IV: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS
Ch11 Group Influences and Social Media
Ch12 Income and Social Class
Ch13 Subcultures
Ch14 Culture
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