"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.

Dr. Surendra Tiwari is presently working with Institute of Technology and Science, Ghaziabad. He is PhD in Business Administration from Dr. B. R. Ambedkar University, Agra and has qualified many certifications from premier B schools and prestigious International University like IIT, John Hopkins- USA and University of Leeds-UK. In his two and half decade of rich academic and industry experience in the area of Marketing and Strategic Management. To his credential, He has authored books and also has International and National patents. He also has many research papers / articles in the refereed International/ National scholarly and business journals. He is member of various professional bodies and also provides training and consulting services to organizations. He is actively engaged in bridging the corporate world and academia in the area of Consumer Behavior, Marketing Communication, Client Service, UX/UI Management and Strategic Marketing. Consumer Behavior and Marketing Communication is a 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. 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 decisionmaking processes, exploring the journey from need recognition to post-consumption evaluation. The book further navigates through the landscape of integrated marketing communication, advertising management, goal setting, and advertising campaigns, imparting practical knowledge for effective communication strategies.

Dr. V. N. Bajpai is a distinguished figure holding the roles of Professor and Director at the Institute of Technology & Science (I.T.S) in Ghaziabad, India. He also assumes the responsibilities of Dean for Accreditation (NAAC, NBA & AIU) and President of the Institution Innovation Council (IIC) at the same institute. Dr. Bajpai’s academic journey is backed by an MBA and Ph.D. from Dr. B. R. Ambedkar University, Agra. His profound two-decade academic tenure has seen his active participation in programs organized by the Strategic Management Forum at prestigious institutions like IIM Lucknow, IIM Kozhikode, MDI Gurgaon, IIFT New Delhi, and BIMTECH. He holds the MTP Certification of the Strategic Management Forum of India. His scholarly achievements encompass over 30 research papers, showcased through national and international conferences, proceedings, and journals. Serving as a convener, he has overseen several AICTE-sponsored national seminars and conferences.