This edition focuses on important, applicable and useful concepts in consumer behaviour. It identifies three groups of concepts - affect and cognition, behaviour, and the environment - and shows how these concepts influence each other and marketing strategy. These are integrated in a framework called "The Wheel of Consumer Analysis" which provides the organizing structure of the text. The book has a managerial focus with emphasis on strategic issues and problems. Included are examples of marketing practices, statistics, developments in consumer research and analysis, short business cases, illustrations of behavioural concepts using actual corporate examples, and scenarios which demonstrate how the concepts are used in real-world marketing situations.
Auflage
International 2 Revised ed
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Illustrationen
illustrations, glossary, index
Maße
Gewicht
ISBN-13
978-0-07-114622-7 (9780071146227)
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Schweitzer Klassifikation
Part 1 A perspective on consumer behaviour: introduction to consumer behaviour and marketing strategy; a framework for consumer analysis. Part 2 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. Part 3 Behaviour and marketing strategy: introduction to behaviour; classical and operant conditioning; vicarious learning; analyzing consumer behaviour. Part 4 The environment and marketing strategy: introduction to the environment; cultural and cross-cultural influences; subculture and social classes; reference groups and family. Part 5 Consumer analysis and marketing strategy: market segmentation and product positioning; consumer behaviour and product strategy; consumer behaviour and promotion strategy; consumer behaviour and pricing strategy; consumer behaviour and channel strategy; social and ethical considerations.
