Consumer psychology for marketing
著者
書誌事項
Consumer psychology for marketing
International Thomson Business Press, 1998
2nd ed
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注記
Bibliography: p. [254]-279
Includes index
内容説明・目次
内容説明
The second edition of this successful textbook continues to offer a sophisticated treatment of consumer psychology which is directly related to the concerns of marketing management, especially in terms of market segmentation, product positioning and new product development. It has an international approach that is reflected in language, examples, and scope and it also has a comprehensive and up-to-date coverage of literature and recent research. The new edition takes into account past reviewers and users comments by reducing the amount of material on adaptive/innovative cognitive style and replaces this with a wider range of material on the theme of personality and new product phrase. This edition also includes end-of-chapter questions and suggested further reading.
目次
1. Consumer-Oriented Marketing.
2. Consumer Choice.
3. Perceptual Processes.
4. Cognitive and Behavioural Learning.
5. Attitudes, Intentions and Behaviour.
6. Motivation and Lifestyle.
7. Personality and Cognitive Style.
8. Consumers in Context.
9. Consumers in Society.
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