About the book

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:

1. Introduction to Consumer Behavior
2. Consumer Decision Making Process
3. The Changing Patterns of Consumer Behavior
4. Perception and Attention
5. Personality and Self-Concept
6. Motivation and Involvement
7. Attitude and Beliefs
8. Consumers Value and Lifestyle
9. Culture
10. Society and Family
11. Group Influences
12. Consumer Behavior Models
13. Integrated Marketing Communication
14. Advertising Management
15. Setting Goal and Objective
16. Fundamentals of Advertising Campaigns
17. Executional Framework
18. Media Planning and Strategy
19. Global Advertising
20. Interactive Marketing