Consumer behavior & marketing strategy /
| Main Author: | |
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Boston :
McGraw-Hill,
2010
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| Edition: | 9th ed. |
| Subjects: |
Table of Contents:
- Introduction to consumer behavior and marketing strategy
- A framework for consumer analysis
- Introduction to affect and cognition
- Consumers' product knowledge and involvement
- Attention and comprehension
- Attitudes and intentions
- Consumer decision making
- Introduction to behavior
- Conditioning and learning processes
- Influencing consumer behaviors
- Introduction to the environment
- Cultural and cross-cultural influences
- Subculture and social class
- Reference groups and family
- Market segmentation and product positioning
- Consumer behavior and product strategy
- Consumer behavior and promotion strategy
- Consumer behavior and pricing strategy
- Consumer behavior, electronic commerce, and channel strategy.