Peter, J. Paul.
Consumer behavior and marketing strategy / J. Paul Peter and Jerry C. Olson. - Fifth edition - Boston : Irwin/McGraw-Hill, c1999. - xxv, 545 pages : illustrations (some colors) ; 26 cm. - Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Contents: 1 Introduction to consumer behavior and marketing strategy -- 2 A framework for consumer analysis -- 3 Introduction to affect and cognition -- 4 Consumers' product knowledge and involvement -- 5 Attention and comprehension -- 6 Attitudes and intentions-- 7 Consumer decision making -- 8 Analyzing consumer behaviors -- 9 Conditioning and learning processes -- 10 Influencing consumer behaviors --11 Introduction to the environment -- 12 Cultural and cross-cultural influences -- 13 Subculture and social class -- 14 Reference groups and family -- 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 and channel strategy.
English
0256261903 [newsprint]
98016996
Consumer behavior.
Marketing.
Consumer behavior and marketing strategy / J. Paul Peter and Jerry C. Olson. - Fifth edition - Boston : Irwin/McGraw-Hill, c1999. - xxv, 545 pages : illustrations (some colors) ; 26 cm. - Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Contents: 1 Introduction to consumer behavior and marketing strategy -- 2 A framework for consumer analysis -- 3 Introduction to affect and cognition -- 4 Consumers' product knowledge and involvement -- 5 Attention and comprehension -- 6 Attitudes and intentions-- 7 Consumer decision making -- 8 Analyzing consumer behaviors -- 9 Conditioning and learning processes -- 10 Influencing consumer behaviors --11 Introduction to the environment -- 12 Cultural and cross-cultural influences -- 13 Subculture and social class -- 14 Reference groups and family -- 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 and channel strategy.
English
0256261903 [newsprint]
98016996
Consumer behavior.
Marketing.