Understanding Consumer Behavior: Marketing Lessons Learned from Understanding the Consumer / Edition 1

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Overview

Providing the reader with access into the mind of the consumer, Understanding Customer Behavior: Marketing Lessons Learned From Understanding the Consumer Experience serves as an ideal supplementary text for marketing and consumer behavior courses. This book provides interesting and entertaining examples, illustrations, and applications to highlight the psychological aspects of marketing. The text is highly accessible to the casual reader, with concentrated "Gold Nuggets" that summarize the major concepts and themes of each section. The book need not be read chapter by chapter. Instead, the unique organization of the content allows the reader's personal interests to guide his or her journey through the book. Understanding Customer Behavior is an interactive text that includes both a collection of Internet sites illustrating consumer behavior principles and Web exercises to help students grasp key concepts. A companion Web site provides additional links that include an online "Reading Room" and "Marketing Careers" Web page.

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Product Details

  • ISBN-13: 9780030321214
  • Publisher: Cengage Learning
  • Publication date: 9/29/2000
  • Series: Marketing Series
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 121
  • Product dimensions: 7.52 (w) x 9.26 (h) x 0.33 (d)

Table of Contents

Introduction: Understanding the Consumer is the Starting Point. Perception: See the World the Way the Consumer Sees It. Motivation: What Makes the Consumer Tick? Learning and Memory: I Cant Get that Song Out of My Head. Attitude and Attitude Change: I Just Felt Like Buying It. Personality and Self-Concept: Buy It. It Looks Just Like You. Small Groups and Word-of-Mouth Communication: Hmmm-I Wonder What My Friends Would Think. Subcultures: Birds of a Feather Flock Together. The Consumer Decision Process: Logical, Rational Decision Making-NOT! "How To Fool Customers" or "Caveat Emptor"? Be Careful, It Can Be Dangerous Out There.

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