Consumer Behavior and Marketing Strategy / Edition 5

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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.

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Product Details

  • ISBN-13: 9780256261905
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 7/27/1998
  • Series: Marketing Series
  • Edition description: Older Edition
  • Edition number: 5
  • Pages: 576
  • Product dimensions: 8.26 (w) x 10.33 (h) x 1.15 (d)

Meet the Author

J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.

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Table of Contents

Sect. 1 A perspective on consumer behavior
1 Introduction to consumer behavior and marketing strategy 2
2 A framework for consumer analysis 20
Sect. 2 Affect and cognition and marketing strategy
3 Introduction to affect and cognition 38
4 Consumers' product knowledge and involvement 70
5 Attention and comprehension 105
6 Attitudes and intentions 133
7 Consumer decision making 163
Sect. 3 Behavior and marketing strategy
8 Introduction to behavior 194
9 Conditioning and learning processes 216
10 Influencing consumer behaviors 239
Sect. 4 The environment and marketing strategy
11 Introduction to the environment 262
12 Cultural and cross-cultural influences 286
13 Subculture and social class 319
14 Reference groups and family 347
Sect. 5 Consumer analysis and marketing strategy
15 Market segmentation and product positioning 376
16 Consumer behavior and product strategy 401
17 Consumer behavior and promotion strategy 423
18 Consumer behavior and pricing strategy 457
19 Consumer behavior, electronic commerce, and channel strategy 481
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