Consumer behavior and marketing strategy / J. Paul Peter and Jerry C. Olson.
Material type:
TextSeries: Irwin/McGraw-Hill series in marketingPublisher: Boston : Irwin/McGraw-Hill, c1999Edition: Fifth editionDescription: xxv, 545 pages : illustrations (some colors) ; 26 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 0256261903 [newsprint]Subject(s): Consumer behavior | MarketingDDC classification: Online resources: Publisher description | Table of contents | Contributor biographical information | Item type | Current location | Call number | Status | Date due | Barcode |
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Book
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Stack | 658.8342 P44 1999 (Browse shelf) | Available |
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.
BSBA-Marketing Management
English
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