Consumer behavior and marketing action

著者

書誌事項

Consumer behavior and marketing action

Henry Assael

South-Western College Pub., c1995

5th ed

大学図書館所蔵 件 / 全11件

この図書・雑誌をさがす

注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

This text is targeted at the junior/senior level undergraduate course in consumer behaviour. This text is also appropriate for the first course in consumer behaviour at the MBA level. The approach ties together a conceptual foundation of consumer behaviour with an applications orientation. If consumer needs are to drive marketing strategies, a better understanding of these needs should be the foundation for strategy development.

目次

  • Part 1 Introduction to Consumer Behaviour: 1. Introduction 2. Consumer Behaviour - Societal and Global Perspectives. Part 2 Consumer Decision Making: 3. Complex Decision Making
  • 4. Consumer Learning, Habit, and Brand Loyalty
  • 5. Low Involvement Decision Making. Part 3 The Individual Consumer: 6. Consumer Perceptions
  • 7. Acquiring and Processing Information
  • 8. Consumer Attitudes
  • 9. Attitude Reinforcement and Change
  • 10. Demographics and Social Class
  • 11. Personality and Life Styles
  • 12. Segmenting Consumers by Individual Characteristics and Behaviour. Part 4 Environmental Influences on Consumer Behaviour: 13. Culture
  • 14. Cross-cultural and Sub-cultural Influences
  • 15. Reference Group Influences
  • 16. Family Influences
  • 17. Situational Influences. Part 5 Communications in the Consumer's Environment: 18. Communications with Groups: Word of Mouth and Opinion Leadership
  • 19. Communications Across Groups - The Diffusion Process
  • 20. Marketing Communications.

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