Consumer behavior and marketing strategy / J. Paul Peter, Jerry C. Olson.
Series: Irwin/McGraw-Hill series in marketingPublication details: Boston : Irwin/McGraw-Hill, c1999.Edition: 5th editionDescription: xxv, 545 p. : ill. (some col.) ; 26 cmISBN:- 9780256261905
- 0256261903 (alk. paper)
- 658.8342 21 PET
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
Book Open Access
|
Engineering Library | 658.8342 PET 1 (Browse shelf(Opens below)) | 1 | Available | BUML24010028 |
Contents;
Section 1: A perspective on consumer behavior
1. Introduction to consumer behavior
2. A framework for consumer analysis
Section 2: Affect and cognition and marketing strategy
3. Introduction to affect and cognition
4. Consumers' product knowledge and involvement
5. Attention and comprehension
6. Attitudes and intentions
7. Consumer decision making
Section 3: Behavior and marketing strategy
8. Analyzing consumer behaviors
9. Conditioning and learning processes
10. Influencing consumer behaviors
Section 4: The environment and marketing strategy
11. Introduction to the environment
12. Cultural and cross-cultural influences
13. Subculture and social class
14. Reference groups and family
Section 5: Consumer analysis and marketing strategy
15. Market segmentation and product positioning
16. Consumer behavior and product strategy
17. Consumer behavior and promotion strategy
18. Consumer behavior and pricing strategy
19. Consumer behavior and channel strategy
Bibliographical references : p. 481-510 . _ Glossary : p. 511-521 . _ Name index : p. 523-530 . _ Subject index : p. 531-545.
There are no comments on this title.