Consumer Behavior & Marketing Communication" delves into the intricate dynamics of consumer behavior and its profound impact on marketing communication strategies. This comprehensive guide is divided into twenty well-structured chapters, each offering valuable insights into different facets of consumer behavior and marketing communication. Starting with an "Introduction to Consumer Behavior," the book navigates through various key concepts, models, and real-world case studies. The chapters comprehensively cover the essentials of consumer decision-making processes, exploring the journey from need recognition to post-consumption evaluation. The book delves into the intriguing realms of perception, personality, and self-concept, elucidating how these psychological aspects shape consumer behavior. This book having comprehensive resource that caters to students, educators, marketing professionals, and anyone interested in understanding the intricate relationship between consumer behavior and effective marketing communication strategies.
Content:
Introduction to Consumer Behavior
Consumer Decision Making Process
The Changing Patterns of Consumer Behavior
Perception and Attention
Personality and Self-Concept
Motivation and Involvement
Attitude and Beliefs
Consumers Value and Lifestyle
Culture
Society and Family
Group Influences
Consumer Behavior Models
Integrated Marketing Communication
Advertising Management
Setting Goal and Objective
Fundamentals of Advertising Campaigns
Executional Framework
Media Planning and Strategy
Global Advertising
Interactive Marketing
| Title |
Consumer Behavior and Marketing Communication: Concepts and Cases
|
| ISBN-13 |
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| ISBN-10 |
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| Publisher / Imprint |
Bharti Publication
|
| Binding |
Paperback
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| Edition |
1st Edition
|
| Publication Date |
2026
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| Number of Pages |
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Table of contents is being compiled for this publication.
