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Consumer Behavior: Buying, Having, and Being(12版)

Consumer

沒有庫存
訂購需時10-14天
9781292153100
Michael R. Solomon
華泰文化
2017年5月19日
460.00  元
HK$ 437  






ISBN:9781292153100
  • 叢書系列:消費者行為
  • 規格:平裝 / 623頁 / 普通級
    消費者行為


  • 商業理財 > 行銷/廣告/業務 > 消費者行為











      Solomon’s Consumer Behavior: Buying, Having, and Being deepens the study of consumer behavior into an investigation of how having (or not having) certain products affects our lives. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age.



      In the Twelfth Edition, Solomon has revised and updated the content to reflect 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, making it easy to apply them outside of the classroom. The updated text is rich with up-to-the-minute discussions on a range of topics such as “Dadvertising,” “Meerkating,” and the “Digital Self” to maintain an edge in the fluid and evolving field of consumer behavior.





    PART I: FOUNDATIONS OF CONSUMER BEHAVIOR

    Ch 1 Buying, Having, and Being: An Introduction to Consumer Behavior

    Ch 2 Consumer and Social 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 Persuasion Communications

    Ch 9 Decision Making

    Ch10 Buying, using, and Disposing



    PART IV: CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS

    Ch11 Groups and Social Media

    Ch12 Income and Social Class

    Ch13 Subcultures

    Ch14 Culture




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