Consumer behavior and marketing strategy
著者
書誌事項
Consumer behavior and marketing strategy
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill, c2005
7th ed
- タイトル別名
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Consumer behavior & marketing strategy
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注記
Various multi-media instructional materials are available to supplement the text
Includes bibliographical references and indexes
内容説明・目次
内容説明
This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.
目次
Section 1A Perspective on Consumer BehaviorChapter 1Introduction to Consumer Behavior and Marketing StrategyChapter 2A Framework for Consumer AnalysisSection 2Affect and Cognition and Marketing StrategyChapter 3Introduction to Affect and CognitionChapter 4Consumers' Product Knowledge and InvolvementChapter 5Attention and ComprehensionChapter 6Attitudes and IntentionsChapter 7Consumer Decision MakingSection 3Behavior and Marketing StrategyChapter 8Introduction to BehaviorChapter 9Conditioning and Learning ProcessesChapter 10Influencing Consumer BehaviorsSection 4The Environment and Marketing StrategyChapter 11Introduction to the EnvironmentChapter 12Cultural and Cross-Cultural InfluencesChapter 13Subculture and Social ClassChapter 14Reference Groups and FamilySection 5Consumer Behavior and Marketing StrategyChapter 15Market Segmentation and Product PositioningChapter 16Consumer Behavior and Product StrategyChapter 17Consumer Behavior and Promotion StrategyChapter 18Consumer Behavior and Pricing StrategyChapter 19Consumer Behavior, Electronic Commerce, and Channel Strategy
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