Consumer Behavior and Marketing Strategy / Edition 4

Consumer Behavior and Marketing Strategy / Edition 4

by J. Paul Peter, Jerry C. Olson
     
 

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ISBN-10: 0256139040

ISBN-13: 9780256139044

Pub. Date: 09/28/1995

Publisher: McGraw-Hill Higher Education

Consumer Behavior provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed what they call the Wheel of Consumer Analysis,which is a tool to help the reader understand how consumer affect and cognition,consumer

Overview

Consumer Behavior provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed what they call the Wheel of Consumer Analysis,which is a tool to help the reader understand how consumer affect and cognition,consumer behavior,consumer environment,and marketing strategy interact. The wheel is a powerful tool for analyzing consumer behavior and can be used to understand consumers and to guide the development of effective marketing strategies.

Product Details

ISBN-13:
9780256139044
Publisher:
McGraw-Hill Higher Education
Publication date:
09/28/1995
Series:
McGraw-Hill Series in Marketing
Edition description:
Older Edition
Pages:
738
Product dimensions:
7.80(w) x 9.09(h) x 1.46(d)

Table of Contents

Section 1 A Perspective on Consumer Behavior
Chapter 1 Introduction to Consumer Behavior and Marketing Strategy
Chapter 2 A Framework for Consumer Analysis
Section 2 Affect and Cognition and Marketing Strategy
Chapter 3 Introduction to Affect and Cognition
Chapter 4 Consumers' Product Knowledge and Involvement
Chapter 5 Attention and Comprehension
Chapter 6 Attitudes and Intentions
Chapter 7 Consumer Decision Making
Section 3 Behavior and Marketing Strategy
Chapter 8 Analyzing Consumer Behavior
Chapter 9 Conditioning and Learning Processes
Chapter 10 Influencing Consumer Behaviors
Section 4 The Environment and Marketing Strategy
Chapter 11 Introduction to the Environment
Chapter 12 Cultural and Cross-cultural Influences
Chapter 13 Subculture and Social Class
Chapter 14 Reference Groups and Family
Section 5 Consumer Analysis and Marketing Strategy
Chapter 15 Market Segmentation and Product Positioning
Chapter 16 Consumer Behavior and Product Strategy
(and more...)

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