Consumer Behavior And Marketing Strategy (European)

Grunert, Klaus

ISBN 10: 025622529X / ISBN 13: 9780256225297

Editore: Irwin Professional Publishing, 1999

The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine. Codice articolo GOR003430634

Riassunto:

Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.

Contenuti: Contents: Section 1 A Perspective on Consumer Behaviour 1. Introduction to Consumer Behaviour and Marketing Strategy 2. A Framework for Consumer Analysis Section 2 Affect and Cognition and Marketing Strategy 3. Introduction to Affect and Cognition 4. Consumers' Product Knowledge and Involvement 5. Attention and Comprehension 6. Attitudes and Intentions 7. Consumer Decision Making Section 3 Behaviour and Marketing Strategy 8. Introduction to Behaviour 9. Classical and Operant Conditioning 10. Vicarious Learning 11. Analysing Consumer Behaviour Section 4 The Environment and Marketing Strategy 12. Introduction to the Environment 13. Cultural and Cross-cultural Influences 14. Subculture and Social Class 15. Reference Groups and Family Section 5 Consumer Analysis and Marketing Strategy 16. Market Segmentation and Product Positioning 17. Consumer Behaviour and Product Strategy 18. Consumer Behaviour and Communication Strategy 19. Consumer Behaviour and Pricing Strategy 20. Consumer Behaviour and Channel Strategy 21. Market Power and Consumer Power Glossary, Name Index, Subject Index

Dati bibliografici

Titolo: Consumer Behavior And Marketing Strategy (...
Casa editrice: Irwin Professional Publishing
Data di pubblicazione: 1999
Legatura: Paperback
Condizione: Good