Consumer behavior and marketing action
著者
書誌事項
Consumer behavior and marketing action
South-Western College Pub., c1995
5th ed
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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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