Consumer behavior and marketing strategy
著者
書誌事項
Consumer behavior and marketing strategy
（Irwin/McGraw-Hill series in marketing）（McGraw-Hill international editions, . Marketing & advertising series）
Irwin/McGraw-Hill, 1999
5th ed., international ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This text provides the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors develop the "wheel of consumer analysis" as a learning tool to understand how the related areas interact.
目次
- Part 1 A perspective on consumer behaviour: introduction to consumer behaviour and marketing strategy
- a framework for consumer analysis. Part 2 Affect and cognition and marketing strategy: introduction to affect and cognition
- consumers' product knowledge and involvement
- attention and comprehension
- attitudes and intentions
- consumer decision-making. Part 3 Behaviour and marketing strategy: analyzing consumer behaviour
- conditioning and learning processes
- influencing consumer behaviours. Part 4 The environment and marketing strategy: introduction to the environment
- cultural and cross-cultural influences
- subculture and social class
- reference groups and family. Part 5 Consumer analysis and marketing strategy: market segmentation and product positioning
- consumer behaviour and product strategy
- consumer behaviour and promotion strategy
- consumer behaviour and channel strategy.
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