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Consumer behavior : building marketing strategy / David L Mothersbaugh; Del I Hawkins; Susan Bardi Kleiser
New York : McGraw-Hill Education, 2020
xix, 814 pages. : illustrations (some color) ; 26 cm.
Ký hiệu phân loại (DDC): 658.83
Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it, is critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and better citizens
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Consumer behavior : buying, having, and being / Michael R. Solomon
Harlow, England : Pearson, 2020
640 pages. : illustrations (some color) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8342
Consumer Behavior: Buying, Having, and Beingcovers what happens before, during, and after the point of purchase. It investigates how having (or not having) certain products affects our lives; specifically, how these items influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the 13th Edition, up-to-date content reflects major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students. This makes it easy to apply the theory outside of the classroom and maintain an edge in the fluid and evolving field of consumer behavior.
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Marketing management / Philip Kotler, Kevin Lane Keller, Alexander Chernev
Harlow, Essex : Pearson Education Limited, 2022
605 pages. : illustrations (color) ; 28 cm.
Ký hiệu phân loại (DDC): 658.8
The world of marketing is changing every day ― and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in its breadth,depth, and relevance, the 16th Edition features a streamlinedorganization of the content, updated material, and new examples that reflectthe very latest market developments. After reading this landmark text, studentswill be armed with the knowledge and tools to succeed in the new marketenvironment around them.
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