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For undergraduate and graduate courses in consumer behaviour. 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. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Consumer Behavior, Global Edition

• Title Page


• Copyright Page


• Brief Contents


• Contents


• Preface


• PART I Consumers, Marketers, and Technology


• 1 Consumer Behavior and Technology


• The Marketing Concept


• Market Segmentation, Targeting, and Positioning


• Technology Benefits Consumers and Marketers


• The Value Exchange


• Lower Prices, More Information, and Customized Products


• More Precise Targeting


• Interactive Communications


• Customer Value, Satisfaction, and Retention


• Technology and Customer Relationships


• Emotional Bonds versus Transaction-Based Relationships


• Satisfaction and Customer Loyalty


• Customer Loyalty and Profitability


• Measures of Customer Retention


• Social Responsibility and Ethics


• Consumer Decision-Making


• This Book


• Employability


• Brand Management


• Advertising


• Consumer Research


• Summary


• Review and Discussion Questions


• Hands-on Assignments


• Key Terms


• 2 Market Segmentation and Real-Time Bidding


• Market Segmentation


• Demographics


• Age


• Gender


• Households


• Social Standing


• Ethnicity


• Lifestyles


• Demographics and Geography


• Product Benefits


• Media Exposure


• Product Usage


• Selecting Target Markets


• The Targeted Segment Must Be Identifiable


• The Targeted Segment Must Be Profitable


• The Targeted Segment Must Be Reachable


• Mobile Targeting


• Real-Time Bidding


• Profiling Impressions


• The Real-Time Bidding Operation


• Data Brokers