9780073404769

Consumer Behavior

by ;
  • ISBN13:

    9780073404769

  • ISBN10:

    0073404764

  • Edition: 9th
  • Format: Hardcover
  • Copyright: 12/21/2009
  • Publisher: MCGRAW HILL

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Supplemental Materials

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Summary

This book takes 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.

Table of Contents

A Perspective on Consumer Behavior
Introduction to Consumer Behavior and Marketing Strategy
A Framework for Consumer Analysis
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
Behavior and Marketing Strategy
Introduction to Behavior
Conditioning and Learning Processes
Influencing Consumer Behaviors
The Environment and Marketing Strategy
Introduction to the Environment
Cultural and Cross-Cultural Influences
Subculture and Social Class
Reference Groups and Family
Consumer Behavior and Marketing Strategy
Market Segmentation and Product Positioning
Consumer Behavior and Product Strategy
Consumer Behavior and Promotion Strategy
Consumer Behavior and Pricing Strategy
Consumer Behavior, Electronic Commerce, and Channel Strategy
Notes
Glossary
Credits
Name Index
Subject Index
Table of Contents provided by Publisher. All Rights Reserved.

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