Consumer Behavior - Brossura

Peter, J. Paul; Olson, Jerry

Brossura

ISBN 10: 007125935X ISBN 13: 9780071259354

Casa editrice: McGraw-Hill Education / Asia, 2007

Riassunto

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

Su questo libro

L'autore:

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.

Contenuti:

The Role of Marketing in Developing Successful Business Strategies
1 The Marketing Management Process
2 The Marketing Implication of Corporate and Business Strategies
Market 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 Positioning
Developing Strategic Marketing Programs
9 Business Strategies: A Foundation for Marketing Program Decisions
10 Product Decisions
11 Pricing Decisions
12 Distribution Channel Decisions
13 Integrated Promotion Decisions
Strategic 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 Markets
Implementing and Controlling Marketing Programs
17 Organizing and Planning Effective Implementation
18 Measuring and Delivering Marketing Performance

Su questa edizione

• Editore: McGraw-Hill Education / Asia
• Data di pubblicazione: 2007
• ISBN 10: 007125935X
• ISBN 13: 9780071259354
• Rilegatura: Copertina flessibile
• Numero di pagine: 576