Applied Consumer Behavior by Martin Evans
This book addresses the issues of consumer behaviour as they relate specifically to the marketing function. Wth an unusual combination of material, this practical text helps to bring the subject to life.
Applied Consumer Behavior
Summary
A concise and practical textbook that provides an applied treatment of the issues of consumer behaviour. Examples illustrate how the various points of theory can be applied; via case studies, problems, illustrations of marketing activity and clippings from the marketing press, mostly drawn from experience throughout Europe.
Applied Consumer Behavior Summary
Table of Contents
Introduction PART 1: CONSUMER BEHAVIOUR IN A MARKETING ENVIRONMENT. 1. Consumer Needs: Values and Product Benefits. 2. Clippings. 3. Problems and Cases for Part 1. PART 2: CONSUMER RESPONSE IN MARKETING: 4. Consumer Response to Marketing Action I. 5. Consumer Response to Marketing Action II. New and Repeat Buying. 6. Consumer Information Processing and Choice. 7. Clippings, Problems and Cases for Part 2. PART 3: MARKETING ANALYSIS SEGMENTATION,TARGETING AND RESEARCH: 8. Market Segmentation. 9. Market Targeting and Product Positioning. 10. Consumer Research. 11. Clippings, Problems and Cases for Part 3. PART 4: CONSUMER BEHAVIOUR AND THE MARKETING MIX: 12. Product Strategy and Consumer Behaviour. 13. Pricing Strategy and Consumer Behaviour. 14. Distribution Strategy and Consumer Behaviour. 15. Future Developments in Consumer Behaviour. 16. Clippings, Problems and Cases for Part 4. 17. References. 18. Index of Key Words.
Additional information
GOR004201536
9780201565010
0201565013
Applied Consumer Behavior by Martin Evans
Used - Very Good
Paperback
Pearson Education (US)
1996-02-15
408
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us