Consumer Behavior and Marketing Strategy / Edition 5

Consumer Behavior and Marketing Strategy / Edition 5

by J. Paul Peter, Jerry C. Olson
     
 

ISBN-10: 0256261903

ISBN-13: 9780256261905

Pub. Date: 07/27/1998

Publisher: McGraw-Hill Companies, The

No other introduction to this discipline so clearly demonstrates how psychological, social, and behavioral theories can be used to understand consumer and develop more effective marketing strategies. Its unique Wheel of Consumer Analysis continues to be the most important feature of this classic guide, showing how the various elements of consumer analysis fit

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Overview

No other introduction to this discipline so clearly demonstrates how psychological, social, and behavioral theories can be used to understand consumer and develop more effective marketing strategies. Its unique Wheel of Consumer Analysis continues to be the most important feature of this classic guide, showing how the various elements of consumer analysis fit together and how to use the latest research to hone a competitive edge.

Product Details

ISBN-13:
9780256261905
Publisher:
McGraw-Hill Companies, The
Publication date:
07/27/1998
Series:
Marketing Series
Edition description:
Older Edition
Pages:
576
Product dimensions:
8.26(w) x 10.33(h) x 1.15(d)

Table of Contents

Sect. 1A perspective on consumer behavior
1Introduction to consumer behavior and marketing strategy2
2A framework for consumer analysis20
Sect. 2Affect and cognition and marketing strategy
3Introduction to affect and cognition38
4Consumers' product knowledge and involvement70
5Attention and comprehension105
6Attitudes and intentions133
7Consumer decision making163
Sect. 3Behavior and marketing strategy
8Introduction to behavior194
9Conditioning and learning processes216
10Influencing consumer behaviors239
Sect. 4The environment and marketing strategy
11Introduction to the environment262
12Cultural and cross-cultural influences286
13Subculture and social class319
14Reference groups and family347
Sect. 5Consumer analysis and marketing strategy
15Market segmentation and product positioning376
16Consumer behavior and product strategy401
17Consumer behavior and promotion strategy423
18Consumer behavior and pricing strategy457
19Consumer behavior, electronic commerce, and channel strategy481

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