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CONTENTS: COVER; 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.
CONTENTS:
CUSTOMER LOYALTY AND PROFITABILITYMEASURES 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.
CONTENTS: THE
TARGETED SEGMENT MUST BE PROFITABLETHE TARGETED SEGMENT MUST BE REACHABLE;
MOBILE TARGETING; REAL-TIME BIDDING; PROFILING IMPRESSIONS; THE REAL-TIME
BIDDING OPERATION; DATA BROKERS; ADVANTAGES OF REAL-TIME BIDDING; SUMMARY;
REVIEW AND DISCUSSION QUESTIONS; HANDS-ON ASSIGNMENTS; KEY TERMS; PART II THE
CONSUMER AS AN INDIVIDUAL; 3 CONSUMER MOTIVATION AND PERSONALITY; THE DYNAMICS
OF MOTIVATION; NEEDS; NEED AROUSAL; GOALS; NEEDS AND GOALS ARE INTERDEPENDENT;
FRUSTRATION AND DEFENSE MECHANISMS; SYSTEMS OF NEEDS; MURRAY'S PSYCHOGENIC
NEEDS; MASLOW'S HIERARCHY OF NEEDS.
CONTENTS: THE
VALIDITY OF MASLOW'S THEORYMARKETING APPLICATIONS OF MASLOW'S THEORY; HIDDEN
MOTIVES; MOTIVES AND TECHNOLOGY; PERSONALITY DEVELOPMENT; PERSONALITY REFLECTS
INDIVIDUAL DIFFERENCES; PERSONALITY IS CONSISTENT AND ENDURING; PERSONALITY CAN
CHANGE; FREUDIAN THEORY; NEO-FREUDIAN PERSONALITY THEORY; PERSONALITY TRAITS;
INNOVATORS VERSUS LAGGARDS; OPEN- VERSUS CLOSED-MINDED; CONFORMITY VERSUS
INDIVIDUALITY; NOVEL AND COMPLEX OR SIMPLE AND SAFE EXPERIENCES; PREFERENCE FOR
THINKING; PREFERENCE FOR WRITTEN OR VISUAL; IMPORTANCE OF POSSESSIONS;
COMPULSIONS AND FIXATIONS; CONSUMER ETHNOCENTRISM.
CONTENTS:
PERSONALITY AND COLORANTHROPOMORPHISM; PRODUCT PERSONALITY AND GENDER; PRODUCT
PERSONALITY AND GEOGRAPHY; SELF-PERCEPTION; THE EXTENDED SELF; ALTERING THE
SELF; SUMMARY; REVIEW AND DISCUSSION QUESTIONS; HANDS-ON ASSIGNMENTS; KEY
TERMS; 4 CONSUMER PERCEPTION AND POSITIONING; SENSORY INFORMATION; SIGHT;
SCENT; TOUCH; SOUND; TASTE; SENSORY INPUT AND CULTURE; THE ABSOLUTE AND
DIFFERENTIAL THRESHOLDS; THE ABSOLUTE THRESHOLD; THE DIFFERENTIAL THRESHOLD;
PRODUCT PRICING AND IMPROVEMENTS; LOGOS AND PACKAGING; SUBLIMINAL PERCEPTION;
PERCEPTUAL SELECTION; STIMULI'S FEATURES; PERSONAL EXPECTATIONS.
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