Consumer behavior and marketing strategy
著者
書誌事項
Consumer behavior and marketing strategy
（McGraw-Hill higher education）（McGraw-Hill international editions）
McGraw-Hill, 2008
8th ed., international ed
- タイトル別名
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Consumer behavior & marketing strategy
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注記
Series title "McGraw-Hill higher education": from p. [4] of cover
[Bibliography]: p. 499-528
Includes 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
目次
The Role of Marketing in Developing Successful Business Strategies 1 The Marketing Management Process 2 The Marketing Impliacation of Corporate and Business StrategiesMarket Opportunity Analysis 3 Understanding Market Opportunities 4 Understanding Consumer Buying Behavior 5 Understanding Organizational Markets and Buying Behavior 6 Measuring Market Opportunities: Forecasting and Market Knowledge 7 Targeting Attractive Market Segments 8 Differentiation and PositioningDeveloping Strategic Marketing Programs 9 Business Strategies: A Foundation for Marketing Program Decisions 10 Product Decisions 11 Pricing Decisions 12 Distrubution Channel Decisions 13 Integrated Promotion DecisionsStrategic Marketing Programs for Selected Situations 14 Marketing Strategies for the New Economy 15 Strategies for New and Growing Markets 16 Strategic Choices for Mature and Declining MarketsImplementing and Controlling Marketing Programs 17 Organizing and Planning Effective Implementation 18 Measuring and Delivering Marketing Performance
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