Buyer behavior in marketing strategy
Author(s)
Bibliographic Information
Buyer behavior in marketing strategy
Prentice Hall, c1994
2nd ed
- Other Title
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Consumer behavior in marketing strategy
Available at 16 libraries
Note
Rev. ed. of: Consumer behavior in marketing strategy. c1989
Includes bibliographical references and index
Description and Table of Contents
Description
This text provides a foundation in the theory of consumer buying and its application to marketing practice. The Consumer Decision Model (CDM) as a framework for applying consumer buying theory into marketing practice is outlined. The text also shows how marketing strategies and plans can be based upon both qualitative analysis (theory) and quantitative analysis (modelling) - and yet still not require background in formal statistics.
Table of Contents
INTRODUCTION. Buyer Behaviour: The Core of Marketing. Foundations of Consumer Behaviour. A Basic Tool: The Consumer Decision Model. Appendix 3A, Conceptualization and Measurement of the CDM. Appendix 3B, Market Response Modelling with the Consumer Decision Model. FOUNDATIONS OF THE CONSUMER DECISION MODEL. Foundations of Information Processing Theory. Theory for Extensive Problem Solving. Theory for Limited Problem Solving. Theory for Routine Problem Solving. Extending the General Theory. Marketing Segmentation. STRATEGIC APPLICATIONS. Strategy for Introductory Stage. Strategy for Growth Stage. Strategy for Mature Markets. Strategy for Declining Markets. Market Entry. Social Marketing and Public Policy for Marketing. CONSUMER APPLICATIONS OF THE CONSUMER DECISION MODEL. Review of Regression. Quick'n'Easy I (revised). Quick'n'Easy II: Computer Mechanics. Determining Non-Linear and Interactive Relationships. RCA Videodisk Case and Questionnaire. Vega Case and Questionnaire. Financial Services Accounts Case and Questionnaire.
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