Consumer Behavior
7th Edition
Published on 16. May 2004
Book
Paperback/Softback
576 pages
978-0-07-111177-5 (ISBN)
Description
Consumer Behavior, 7/e by Peter and Olson provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The Wheel Model is a powerful tool for analyzing and understanding consumer behavior and can be used to guide the development of effective marketing strategies.
More details
Edition
7th edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 229 mm
Width: 178 mm
Thickness: 22 mm
Weight
1016 gr
ISBN-13
978-0-07-111177-5 (9780071111775)
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
Previous edition
J. Paul Peter | Jerry C. Olson
Consumer Behavior and Marketing Strategy
Book
07/2001
6th Edition
McGraw-Hill Publishing Co.
€53.22
Shipment within 15-20 days
Persons
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.
The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.
The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.
Content
Section 1 A Perspective on Consumer Behavior Chapter 1 Introduction to Consumer Behavior and Marketing Strategy Chapter 2 A Framework for Consumer Analysis Section 2 Affect and Cognition and Marketing Strategy Chapter 3 Introduction to Affect and Cognition Chapter 4 Consumers' Product Knowledge and Involvement Chapter 5 Attention and Comprehension Chapter 6 Attitudes and Intentions Chapter 7 Consumer Decision Making Section 3 Behavior and Marketing Strategy Chapter 8 Introduction to Behavior Chapter 9 Conditioning and Learning Processes Chapter 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy Chapter 11 Introduction to the Environment Chapter 12 Cultural and Cross-Cultural Influences Chapter 13 Subculture and Social Class Chapter 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy Chapter 15 Market Segmentation and Product Positioning Chapter 16 Consumer Behavior and Product Strategy Chapter 17 Consumer Behavior and Promotion Strategy Chapter 18 Consumer Behavior and Pricing Strategy Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy