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Consumer behavior : building marketing strategy/
This work offers coverage of consumer behaviour including psychological, social and managerial implications. There are cases at the end of each major section of the text. The cases can be read in class and used to generate discussion of a particular topic
| Format: | Printed Book |
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| Language: | English |
| Published: |
NewYork:
McGraw,
2001.
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| Subjects: |
Table of Contents:
- Part 1 Introduction: consumer behaviour and marketing strategy. Part 2 External influences: cross-cultural variations in consumer behaviour; the changing American society - values; the changing American society - demographics and social stratification; the changing American society - subcultures; the American society - families and households; group infuences on consumer behaviour; part 2 cases. Part 3 Internal influences: perception; learning, memory and product positioning; motivation, personality and emotion; attitides and influencing attitudes; self-concept and lifestyle; part 3 cases. Part 4 Consumer decision process: situational influences; consumer decision process and problem recognition; information search; alternative evaluation and selection; outlet selection and purchase; postpurchase processes, customer satisfaction and customer commitment; part 4 cases. Part 5 Organizations as consumers: organizational buyer behaviour; part 5 cases. Part 6 Consumer behaviour and marketing regulation; marketing regulation and consumer behaviour; part 6 cases; appendices.