Consumer Behavior / Leon G Schiffman; Joseph L Wisenblit and S. Ramesh Kumar

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TextLanguage: English Publication details: Noida, Uttar Pradesh: Pearson, 2025.Edition: 12th edition; Leon G. Schiffman, Joe WisenblitDescription: xxx, 670 p. : illustrations (colour) ; 28 cmISBN:

9789353069834

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DDC classification:

658.83 23 SCH

Summary: The role of new media providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns, and l track and measure the results. A new section exploring the e¬ects that hidden motives have on consumer behavior in Chapter 3. l Inclusion of updated cases and caselet features such as the "Touch of Reality" that connects concepts with the reality of Indian context and "Conceptual Theme" elaborating the application of theoretical concepts. Application of classical theories as well as the appreciation of contemporary research. l Dozens of new ad illustrations, including of Indian brands like Tata, Soulful, Peter England, and Yakult, to help students visualize how the topics discussed a¬ect real marketing decisions.

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Coaching cell/ UGC NET Cell	CUTN Central Library Medicine, Technology & Management		Non-fiction		658.83 SCH (Browse shelf(Opens below))					Available			55416

Includes bibliographical references and indexes.

The role of new media providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns, and l track and measure the results.

A new section exploring the e¬ects that hidden motives have on consumer behavior in Chapter 3. l Inclusion of updated cases and caselet features such as the "Touch of Reality" that connects concepts with the reality of Indian context and "Conceptual Theme" elaborating the application of theoretical concepts.

Application of classical theories as well as the appreciation of contemporary research. l Dozens of new ad illustrations, including of Indian brands like Tata, Soulful, Peter England, and Yakult, to help students visualize how the topics discussed a¬ect real marketing decisions.

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