Applied consumer behaviour
Author(s)
Bibliographic Information
Applied consumer behaviour
Addison-Wesley, 1996
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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"
