Consumer behaviour
著者
書誌事項
Consumer behaviour
McGraw-Hill, c1995
3rd ed
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注記
Rev. ed. of: Marketing. 2nd ed. c1985
Includes bibliographical references and index
内容説明・目次
内容説明
Consumer Bahviour, third edition, provides clearly written comprehensive coverage of the fundamental psychological, sociological and cultural factors affecting buying decisions. The text examines the consumer behaviour of personal shoppers, and also looks at the consumption of industry, business and the public sector.
目次
1. The Marketing Concept, 2. Cognitions, Perceptions and Learning Processes, 3. Motivation, 4. Personality, 5. Attitudes, 6. Culture, 7. Social Class, 8. Group Influence, 9. Consumer Buying Behaviour, 10. Organizational Buying Behaviour, 11. Innovation, 12. Communications (1) 13. Communications (2), 14. Marketing Segmentation, 15. Signposts for Strategy.
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