Consumer behavior and managerial decision making
著者
書誌事項
Consumer behavior and managerial decision making
Prentice Hall, c2002
2nd ed
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注記
Bibliography: p. 417-439
Includes indexes
内容説明・目次
内容説明
For Consumer Behavior, Buyer Behavior, and high-level undergraduate or MBA courses.
Scientific, sophisticated, yet readable. Kardes approaches the subject of consumer behavior by using a rigorous scientific orientation, and presents his material in three overlapping sections: basic concepts, persuasion, and managerial decision making. Thus, the text discusses the principles and scientific investigation of consumer behavior and demonstrates how companies and organizations use them strategically every day.
目次
1. The Scientific Study of Consumer Behavior.
I. HOW CONSUMERS ACQUIRE, REMEMBER, AND USE PRODUCT KNOWLEDGE.
2. Consumer Attention and Comprehension.
3. Consumer Memory.
4. Consumer Judgment.
5. Consumer Choice.
II. PERSUASION AND INFLUENCE.
6. The Message-Learning Approach to Persuasion.
7. Cognitive Approaches to Persuasion.
8. Affective and Motivational Approaches to Persuasion.
9. Self-Persuasion Principles.
10. Social Influence Principles.
III. MANAGERIAL DECISION MAKING.
11. Online Consumer Behavior.
12. Segmentation and International Marketing.
13. New Product Development.
14. Product Management.
15. Biases in Managerial Decision Making.
16. Strategies for Improving Managerial Decision Making.
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