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Consumer Behavior and Marketing Strategy
ISBN: 9780073529851 | 0073529850
Edition: 8thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 1/12/2007
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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, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.
| A Perspective on Consumer Behavior | |
| Introduction to Consumer Behavior and Marketing Strategy | |
| A Framework for Consumer Analysis | |
| Affect and Cognition and Marketing Strategy | |
| Introduction to Affect and Cognition | |
| Consumersā¼" Product Knowledge and Involvement | |
| Attention and Comprehension | |
| Attitudes and Intentions | |
| Consumer Decision Ma... MORE | |
| Behavior and Marketing Strategy | |
| Introduction to Behavior | |
| Conditioning and Learning Processes | |
| Influencing Consumer Behaviors | |
| The Environment and Marketing Strategy | |
| Introduction to the Environment | |
| Cultural and Cross-Cultural Influences | |
| Subculture and Social Class | |
| Reference Groups and Family | |
| Consumer Behavior and Marketing Strategy | |
| 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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
Jerry C. Olson is the Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University.
