A Marketer’s Look Into The Consumer Mind
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TABLE OF CONTENTS
Chapter 1: Introduction to Consumer Behavior
Chapter 2: Consumer Needs, Motivations, and Goals
Chapter 3: Consumer Perception
Chapter 4: Consumer Learning
Chapter 5: Consumer Personalities
Chapter 6: Consumer Attitude Formation and Change
Chapter 7: Individual Decision Making
Chapter 8: Reference Groups and Word of Mouth
Chapter 9: Persuading Consumers Through Messaging
Chapter 10: Influencing the Buying Process
Chapter 11: Creating Brand Loyalty
Chapter 12: Connecting Innovation to Consumer Behavior
Chapter 13: Cross-cultural Variations in Consumer Behavior
Chapter 14: Impact of Technology on Consumer Behavior
Chapter 15: Consumer Behavior and the Regulatory Environment
KEY LEARNING OBJECTIVES
Students learn how to influence purchase decisions
Students will learn how consumers choose, use and dispose of products, services, experiences and ideas. Future marketers will gain insights on how to make sure products, services, experiences and ideas are selected by target consumers.
Content keeps current with marketing trends
Content in this courseware will keep current thanks to updates made at least twice a year. So, you get contemporary and relevant material now and, going forward, the benefit of up-to-date content for the changing world of consumer behavior.
In-class activities build practical, hands-on skills
Multiple in-class activities give students real-world application of topics presented in the textbook. The resources are provided — now it’s up to you to select the activities that best fit your teaching schedule and style.
ABOUT THE AUTHOR
Radhika Duggal is a marketing leader with extensive experience in highly regulated industries such as healthcare and financial services. Throughout her career, she has led the design and execution of innovative brand strategies to drive awareness and consideration through multi-channel marketing efforts as both a management consultant and an in-house marketing executive.
Duggal’s core competencies include
• Brand identity development including customer market research, brand positioning development, value proposition creation, and verbal and visual identity design
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