Consumer Behavior
8th Edition
Published on 16. February 2007
Book
Paperback/Softback
576 pages
978-0-07-125935-4 (ISBN)
Description
This book is 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
More details
Edition
8th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
Illustrations
Dimensions
Height: 255 mm
Width: 200 mm
Thickness: 21 mm
Weight
999 gr
ISBN-13
978-0-07-125935-4 (9780071259354)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
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
The Role of Marketing in Developing Successful Business Strategies 1 The Marketing Management Process 2 The Marketing Impliacation of Corporate and Business StrategiesMarket Opportunity Analysis 3 Understanding Market Opportunities 4 Understanding Consumer Buying Behavior 5 Understanding Organizational Markets and Buying Behavior 6 Measuring Market Opportunities: Forecasting and Market Knowledge 7 Targeting Attractive Market Segments 8 Differentiation and PositioningDeveloping Strategic Marketing Programs 9 Business Strategies: A Foundation for Marketing Program Decisions 10 Product Decisions 11 Pricing Decisions 12 Distrubution Channel Decisions 13 Integrated Promotion DecisionsStrategic Marketing Programs for Selected Situations 14 Marketing Strategies for the New Economy 15 Strategies for New and Growing Markets 16 Strategic Choices for Mature and Declining MarketsImplementing and Controlling Marketing Programs 17 Organizing and Planning Effective Implementation 18 Measuring and Delivering Marketing Performance