Consumer Behavior / Edition 6

Consumer Behavior / Edition 6

by J. Paul Peter, Olson, Jerry C. Olson, Jerry Olson
     
 

ISBN-10: 0072410647

ISBN-13: 9780072410648

Pub. Date: 07/03/2001

Publisher: McGraw-Hill Companies, The

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:
9780072410648
Publisher:
McGraw-Hill Companies, The
Publication date:
07/03/2001
Series:
Marketing Series
Edition description:
SIXTH
Pages:
582
Product dimensions:
8.23(w) x 10.38(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

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