Applied consumer behaviour
Author(s)
Bibliographic Information
Applied consumer behaviour
Addison-Wesley, 1996
Available at 18 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references (p. 357-373) and index
Description and Table of Contents
Description
This book addresses the issues of consumer behaviour as they relate specifically to the marketing function. Wth an unusual combination of material, this practical text helps to bring the subject to life.
Table of Contents
Introduction
PART 1: CONSUMER BEHAVIOUR IN A MARKETING ENVIRONMENT.
1. Consumer Needs: Values and Product Benefits.
2. Clippings.
3. Problems and Cases for Part 1.
PART 2: CONSUMER RESPONSE IN MARKETING:
4. Consumer Response to Marketing Action I.
5. Consumer Response to Marketing Action II. New and Repeat Buying.
6. Consumer Information Processing and Choice.
7. Clippings, Problems and Cases for Part 2.
PART 3: MARKETING ANALYSIS SEGMENTATION,TARGETING AND RESEARCH:
8. Market Segmentation.
9. Market Targeting and Product Positioning.
10. Consumer Research.
11. Clippings, Problems and Cases for Part 3.
PART 4: CONSUMER BEHAVIOUR AND THE MARKETING MIX:
12. Product Strategy and Consumer Behaviour.
13. Pricing Strategy and Consumer Behaviour.
14. Distribution Strategy and Consumer Behaviour.
15. Future Developments in Consumer Behaviour.
16. Clippings, Problems and Cases for Part 4.
17. References.
18. Index of Key Words.
by "Nielsen BookData"