Consumer Behavior and Marketing Strategy
6th Edition
Published in July 2001
Book
Paperback/Softback
576 pages
978-0-07-112111-8 (ISBN)
Description
This text provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. It also provides the "Wheel of Consumer Analysis", a tool to help readers understand how consumer affect and cognition, consumer behaviour, consumer environment and marketing strategies interact.
More details
Series
Edition
International student edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
illustrations (some colour) facsimiles (chiefly colour)
Dimensions
Height: 230 mm
Weight
1180 gr
ISBN-13
978-0-07-112111-8 (9780071121118)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
J. Paul Peter | Jerry Olson
Consumer Behavior
Book
05/2004
7th Edition
McGraw-Hill Professional
€55.70
Article is exhausted; no reprint
Previous edition
J. Paul Peter | Jerry C. Olson
Consumer Behavior and Marketing Strategy
Book
11/1999
McGraw-Hill Education (ISE Editions)
€44.56
Article exhausted; check for reprint
Content
Section 1. A Perspective on Consumer Behavior. 1. Introduction to Consumer behavior and Marketing Strategy. 2. A Framework for Consumer Analysis. Section 2. Affect and Cognition and Marketing Strategy. 3. Introduction to Behavior. 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 Behavior. 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 Behavior 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, Electronic Commerce and Channel Strategy.