Consumer Behavior & Marketing Strategy

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Consumer Behavior & Marketing Strategy

Format:  Hardcover,

554 pages

Publisher: McGraw-Hill College

Publish Date: Dec 2009

ISBN-13: 9780073404769

ISBN-10: 0073404764

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Book Information

The following content was provided by the publisher.
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.

Specifications

Author:
Publisher: McGraw-Hill College
Publish Date: Dec 2009
ISBN-13: 9780073404769
ISBN-10: 0073404764
Format: Hardcover
Number of Pages: 554
Shipping Weight (in pounds): 2.65
Product in Inches (L x W x H): 8.1 x 1.0 x 10.1

Chapter outline

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

Book description

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.

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