Consumer Behavior and Marketing Strategy / Edition 3

Consumer Behavior and Marketing Strategy / Edition 3

by J. Paul Peter
     
 

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… See more details below

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:
9780256105674
Publisher:
McGraw-Hill Higher Education
Publication date:
10/28/1992
Series:
Series in Marketing
Edition description:
Older Edition
Pages:
800

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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