Consumer Behavior (Global Edition) 12/E ePDF

Level/Grade: Tertiary
Author(s): Schiffman, LG; Wisenblit, J
ISBN: 9781292269269
License: Perpetual licence
File type: ePDF
Consumer Behavior 12th edition explores how the examination and application of consumer behaviour is central to the planning, development and implementation of successful marketing strategies. 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 role of new media, technological advances, and recent ethical concerns affecting the industry.

New to this edition
  • Every chapter contains new and updated material to address modern consumer behaviour and recent trends in the marketing industry.
  • Chapter 3 includes a new section that explores the effects that hidden motives have on consumer behaviour.
  • The role of new media is explored throughout, 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.
  • The 12th edition considers the impact of modern technology on marketing and consumer behaviour, with coverage of the value exchange between consumers and marketers, astute positioning and more.
  • Chapter 15 addresses contemporary ethical concerns in the industry, including consumer privacy issues and violations, aggressive advertising towards children, and the potential for customised messaging to encourage irresponsible buying.
  • Dozens of new ad illustrations help students visualise how the topics discussed affect real marketing decisions.
  • As a focus on global coverage, a new narrative in Chapter 13 illustrates the linguistic and legal barriers involved in global marketing efforts.
This eBook is in ePDF format, which enables you to:
  • View the entire book offline on desktop or tablet;
  • Search for and highlight text; and
  • Add and edit personal notes directly in your eBook.
Country South Africa
Product Type Text Book
Author(s) Schiffman, LG; Wisenblit, J
Level/Grade Tertiary
Brand Global Edition
Imprint Pearson
ISBN 9781292269269
Licence Perpetual licence
File type ePDF
Format Fixed layout
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