박영사

SITEMAP
전체메뉴닫기
닫기
(123)Consumer Behavior (10/e)
일시품절 (02-6416-8007 문의)
(123)Consumer Behavior (10/e)
저자
R. D. Blackwell, P. W. Miniard, J. F. Engel
역자
-
분야
해외원서 ▷ Marketing
출판사
박영사
발행일
2006.01.01
개정 출간예정일
페이지
832P
판형
215*275
ISBN
9780324378320
부가기호
강의자료다운
-
정가
40,000원
CONSUMER BEHAVIOR, 10e offers a practical, business approach, designed to help students apply consumer behavior principles to their studies in business and marketing, to their future business careers, and also to their private lives, as consumers. This multi-disciplinary field can tempt both students and instructors to stray from the basic business principles they should take away from the course. Blackwell keeps students focused on consumer decision making as it applies specifically to an overall understanding of business theory and practices through the CDP (Consumer Decision Process) model. CONSUMER BEHAVIOR 10e focuses on why as well as how consumers make specific decisions and behave in certain ways - what motivates them, what captures their attention, and what retains their loyalty, turning "customers" into "fans" of an organization.

Features

The text''s consistent focus on economic, demographic, and sociocultural trends helps orient students to the many aspects impacting buyer behavior and long-term strategic planning.
Flexibility of EKB model to be adapted by professors in order to structure the course around important consumer behavior topics.
Concise Coverage: While not losing any important topics in consumer behavior, the text has been condensed into 16 chapters.
Brand new cases, as well as new PowerPoint CD-ROM, bring concepts and theories of consumer behavior to life.
EKB model, as well as core chapter information, has been updated to reflect technology''s impact on consumer behavior.
Text includes the most up-to-date research in the field of consumer behavior and in important CB topics such as decision-making. New information of psychological processes and their affects on CB has been included.
Brand New Cases: New cases highlight companies and organizations such as Volvo, Equitec, Amazon.com, Pick ''n Pay, Maroon 5, National Christmas Tree Association, and Crimson Cup providing readers the opportunity to apply the knowledge gained from the text, many applicable to global strategic situations.
Data sets and Exercises: "Equitec," one of the new cases in the tenth edition includes exercises will allow students to determine what happens to the marketing plan ? advertising, inventory, etc - by adding additional variables to understanding consumers, for all of the variables shown in the Consumer Dynamics pyramid. Students see first hand how changing variable impacts decision-making in an organization.
Roger D. Blackwell
Roger D. Blackwell is a recently retired Professor of Marketing and Logistics from the Fisher College of Business at the Ohio State University. He is also President of Roger Blackwell Associates, Inc., a consulting firm in Columbus, Ohio, through which he has worked with many of America's most successful companies. Dr. Blackwell was named Outstanding Marketing Educator in America by Sales and Marketing Executives International and received the Alumni Distinguished Teaching Award, the highest award given by the Ohio State University, and in 2004 he was the first inductee to the Central Ohio Marketing Hall of Fame. In 2005, he received three additional teaching awards, reflecting the depth of knowledge and enthusiasm for teaching that make him a favorite among students. Dr. Blackwell received his B.S. and M.S. degrees from the University of Missouri and his Ph.D. from Northwestern University. He also received an honorary doctorate from the Cincinnati College of Mortuary Science. He resides in Columbus, Ohio, and serves on numerous boards of both privately and publicly held corporations. He is the author or coauthor of a number of best-selling business books including CONSUMER DRIVEN HEALTH CARE (2005), BRANDS THAT ROCK (2003), CUSTOMERS RULE (2001), FROM MIND TO MARKET (1997), and From THE EDGE OF THE WORLD (1995). His research has been published in the Journal of Marketing Research, Journal of Advertising Research, Journal of Marketing, Journal of Retailing, and other publications.

Paul W. Miniard
Paul W. Miniard earned his B.S., M.A., and Ph.D. at the University of Florida and is currently the BMI Professor of Marketing at Florida International University. Previously, he was a tenured member of the faculties at the University of South Carolina and the Ohio State University. Dr. Miniard is well known through his published research in the areas of advertising and consumer behavior. His research has appeared in a number of leading journals, including Journal of Advertising, Journal of Advertising Research, Journal of Business Research, Journal of Consumer Psychology, Journal of Consumer Research, Journal of Experimental Social Psychology, Journal of Marketing, Journal of Marketing Research, Journal of Public Policy & Marketing, Journal of the Academy of Marketing Science, and Marketing Letters. He has received a number of honors and awards for his research, service, and teaching at both the undergraduate and graduate levels. He also serves as a consultant and expert witness in areas involving advertising and consumer behavior.

James F. Engel
James F. Engel earned his B.S. at Drake University and obtained his Ph.D. at the University of Illinois, Urbana. Professor Engel has a distinguished name in the study of consumer behavior. He was honored by his peers in 1980 as the founder of the field when he was named one of the first two Fellows of the Association for Consumer Research. He received a similar citation with the prestigious Paul D. Converse Award of the American Marketing Association. These honors were given in recognition of his pioneering research (which he began in 1960), his original role as senior author of this textbook, and other forms of leadership. Dr. Engel is the retired Distinguished Professor of Marketing and Director of the Center for Organizational Excellence at Eastern College, St. Davids, Pennsylvania. In his career, Professor Engel shifted his emphasis from consumer goods marketing to the application of nonprofit marketing principles to religious organizations worldwide. He has served as a consultant and management development specialist with hundreds of organizations in more than sixty countries.

Part I: INTRODUCTION TO CONSUMER BEHAVIOR.
1. Consumer Behavior and Consumer Research.
2. Creating Marketing Strategies for Customer-Centric Organizations.

Part II: CONSUMER DECISION MAKING.
3. The Consumer Decision Process.
4. Pre-Purchase Processes: Need Recognition, Search and Pre-Purchase Evaluation.
5. Purchase.
6. Post-Purchase Processes: Consumption and Post-Consumption Evaluations.

Part III: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR.
7. Demographics, Psychographics and Personality.
8. Consumer Motivation.
9. Consumer Knowledge.
10. Consumer Beliefs, Feelings, Attitudes and Intentions.

Part IV: INFLUENCING CONSUMER BEHAVIOR.
11. Culture, Ethnicity and Social Class.
12. Family and Household Influences.
13. Group and Personal Influence.

Part V: INFLUENCING CONSUMER BEHAVIOR.
14. Making Contact.
15. Shaping Consumers'' Opinions.
16. Helping Consumers to Remember.