Consumer Behavior: Implications For Marketing Strategy - Brossura

Quester, Pascale; Hawkins, Delbert

Brossura

ISBN 10: 0074714406 ISBN 13: 9780074714409

Casa editrice: McGraw-Hill Education / Australia, 2001

Riassunto

The third edition of this market-leading text retains a strategic focus on the critical importance of the consumer decision-making process. The authors blend theory with application in a way that enables students to understand how strategy can drive and affect practical marketing decisions. This text provides students with a broad understanding of what drives a range of consumption decisions, and equips them with the knowledge they will need in professional practice. Comprehensive examples of relevant marketing and advertising campaigns enrich the text and help reinforce the key concepts. Since e-commerce and Internet technology has become an integral part of conducting business, the authors discuss the relevance of technology as a vehicle for reaching the consumer, its role in consumer research, the development of marketing strategy, and its impact on the globalisation of consumer markets, throughout the text.

Su questo libro

L'autore:

Pascale Quester Master of Marketing, PhDIn 2006 Pascale acquired the position of Executive Dean, Faculty of the Professions, University of Adelaide. She was appointed Inaugural Professor in Marketing at the School of Commerce in 2002. Pascale previously held appointments at the Graduate School of Management, University of Adelaide, and at the Marketing Department, Massey University (New Zealand).In 1998, Pascale created a divisional research centre at the University of Adelaide, The Franco-Australian Centre for International Research in Marketing (FACIREM), which she co-directs with a colleague from a French university and which supports, supervises and publishes work bridging research between France and Australia.Pascale has co-authored two leading Australian textbooks and also publishes widely in academic journals, research books and conference proceedings. Her current research interests include sponsorship, country-of-origin effects, relationship marketing and the application of innovative methodologies in research. In recent years, Pascale has been sought as an expert witness in both state and federal courts in matters relating to marketing and consumer behaviour.French-born, but an Australian citizen, Pascale has been a regular visiting academic at leading French business schools. In 1999 and 2003, she was also a visiting Professor at La Sorbonne in Paris.

Contenuti:

Chapter 1 Consumer Behaviour And Marketing Strategy

Part One Consumer Decision Processes
Chapter 2 Situational Influences
Chapter 3 Problem Recognition
Chapter 4 Information Search
Chapter 5 Evaluating and Selecting Alternatives
Chapter 6 Outlet Selection and Purchase
Chapter 7 Postpurchase Processes, Customer Satisfaction and Customer Loyalties, Extended End-of-Section Cases

Part Two Internal Influences
Chapter 8 Perception
Chapter 9 Learning and Memory
Chapter 10 Motivation, Personality and Emotion
Chapter 11 Attitude and Attitude Change
Extended End-of-Section Cases

Part Three External Influences
Chapter 12 Australasian Society: Demographics and Lifestyle
Chapter 13 Household Structure and Consumption Behaviour
Chapter 14 Group Influence and Communication
Chapter 15 Social Stratification
Chapter 16 Culture and Cross-Cultural Variations in Consumer Behaviour, Extended End-of-Section Cases

Part Four Organisational Buyer Behaviour and Consumerism
Chapter 17 Organisational Buying Behaviour
Chapter 18 Consumer and Society, Extended End-of-Section Cases

Appendix A & B

Su questa edizione

• Editore: McGraw-Hill Education / Australia
• Data di pubblicazione: 2001
• ISBN 10: 0074714406
• ISBN 13: 9780074714409
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 607