Name: Consumer Behavior von J. Paul Peter
SKU: 9780073404769
Price: 36.99 EUR
Availability: InStock

Consumer Behavior Zusammenfassung

Consumer Behavior J. Paul Peter

This book takes 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.

Über J. Paul Peter

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. The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.

Inhaltsverzeichnis

Section 1 A Perspective on Consumer Behavior 1 Introduction to Consumer Behavior 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 Behavior and Marketing Strategy 8 Introduction to Behavior 9 Conditioning and Learning Processes 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy 11 Introduction to the Environment 12 Cultural and Cross-Cultural Influences 13 Subculture and Social Class 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy 15 Market Segmentation and Product Positioning 16 Consumer Behavior and Product Strategy 17 Consumer Behavior and Promotion Strategy 18 Consumer Behavior and Pricing Strategy 19 Consumer Behavior, Electronic Commerce, and Channel Strategy Notes Glossary Credits Name Index Subject Index

Zusätzliche Informationen

Sku

GOR006483561

ISBN 13

9780073404769

ISBN 10

0073404764

Titel

Consumer Behavior J. Paul Peter

Autor

J. Paul Peter

Zustand

Gebraucht - Sehr Gut

Bindung

Gebundene Ausgabe

Verlag

McGraw-Hill Education - Europe

Datum

20100116

Anzahl der Seiten

576

Preise

N/A

Begleitschreiben

Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.

Hinweis

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