000			03448pam a2200289 a 4500
001			2089547
003			OSt
005			20240108101252.0
008			951020s1996 nyua b 001 0 eng
010			_a 95045409
020			_a9780471596417
020			_a0471596418 (cloth : alk. paper)
040			_aBUL _cBUL _dBUL _beng _erda
082	0	0	_a658.8342 _220 _bWEL
100	1		_aWells, William
245	1	0	_aConsumer behavior / _cWilliam D. Wells, David Prensky.
260			_aNew York : _bJ. Wiley, _cc1996.
300			_a1 v. (various pagings) : _bcol. ill. ; _c27 cm.
500			_aContents; Chapter 1: An introduction to consumer behavior What is consumer behavior? An approach to the analysis of consumer behavior Consumer behavior actors etc. Chapter 2: A framework for the study of consumer behavior Consumer purchase activities Variations in purchase activities Consumer background characteristics etc. Chapter 3: Marketers and consumer behavior The role of consumer behavior in marketing strategy Market segmentation Product positioning and the marketing mix etc. Chapter 4: Culture and vision Culture International marketing strategies Core values and their measurements etc. Chapter 5: Demographic subcultures The base of demographic differences Gender Age etc. Chapter 6: Personality, lifestyle, and psychographics Personality, lifestyle, and psychographics personality Lifestyle and psychographics etc. Chapter 7: Reference groups, communities, and families Why select a reference group? Types of reference groups The influence of reference groups etc, Chapter 8: Consumer motivation and needs Motivation Approaches to consumer motivation Identifying consumer benefits etc. Chapter 9: Perception Defining perception Perceptual selection and organization Interpreting marketing imagery etc. Chapter 10: Learning Learning Behavioral learning theory Cognitive learning theory etc. Chapter 11: Attitude formation and change Attitude formation Attitude models Measuring attitudes etc. Chapter 12: Consumer decision making Levels of decision making The decision making process, search for alternatives Evaluation of alternatives etc. Chapter 13: High and low involvement decision making Motivation and involvement High involvement purchases Low involvement purchases etc. Chapter 14: Purchase and usage behavior Activities in purchase and usage behavior Influences on purchase and usage activities Post-purchase activities Chapter 15: Marketing communication The communication process Two perspectives on consumers Integrated marketing communications etc. Chapter 16: Interpersonal communication and opinion leadership Interpersonal communication Word-of-mouth communication Theories of the flow of communication etc. Chapter 17: New product planning Types of new product innovations The diffusion of an innovation in a market The adoption process etc.
504			_aIncludes bibliographical references and indexes.
650		0	_aConsumer behavior.
700	1		_aPrensky, David.
856	4	2	_3Publisher description _uhttp://www.loc.gov/catdir/description/wiley037/95045409.html
856	4		_3Table of Contents _uhttp://www.loc.gov/catdir/toc/onix04/95045409.html
942			_2ddc _cBO _h658.8342 _i1 _kWEL _m658.8342 WEL
999			_c3799 _d3799