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

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

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 Introduction to 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 Behavior and Marketing Strategy
Chapter 15 Market Segmentation and Product Positioning
Chapter 16 Consumer Behavior and Product Strategy
Chapter 17 Consumer Behavior and Promotion Strategy
Chapter 18 Consumer Behavior and Pricing Strategy Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >