Consumer Behavior and Marketing Strategy

by PETER

• ISBN13: 9780073529851
• ISBN10: 0073529850
• Edition: 8th
• Format: Hardcover
• Copyright: 2007-01-12
• Publisher: McGraw-Hill/Irwin

Summary

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. .

Author Biography

Jerry C. Olson is the Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University.

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

Consumersâ¼" 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

Table of Contents provided by Publisher. All Rights Reserved.