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Consumer Behavior J. Paul Peter

Consumer Behavior By J. Paul Peter

Consumer Behavior by J. Paul Peter

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Summary

Provides a strategic look at consumer behavior in order to guide marketing activities.

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Consumer Behavior Summary

Consumer Behavior by J. Paul Peter

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

About 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.

Table of Contents

The Role of Marketing in Developing Successful Business Strategies 1 The Marketing Management Process 2 The Marketing Impliacation of Corporate and Business StrategiesMarket Opportunity Analysis 3 Understanding Market Opportunities 4 Understanding Consumer Buying Behavior 5 Understanding Organizational Markets and Buying Behavior 6 Measuring Market Opportunities: Forecasting and Market Knowledge 7 Targeting Attractive Market Segments 8 Differentiation and PositioningDeveloping Strategic Marketing Programs 9 Business Strategies: A Foundation for Marketing Program Decisions 10 Product Decisions 11 Pricing Decisions 12 Distrubution Channel Decisions 13 Integrated Promotion DecisionsStrategic Marketing Programs for Selected Situations 14 Marketing Strategies for the New Economy 15 Strategies for New and Growing Markets 16 Strategic Choices for Mature and Declining MarketsImplementing and Controlling Marketing Programs 17 Organizing and Planning Effective Implementation 18 Measuring and Delivering Marketing Performance

Additional information

CIN007125935XG
9780071259354
007125935X
Consumer Behavior by J. Paul Peter
J. Paul Peter
Used - Good
Paperback
McGraw-Hill Education - Europe
20070216
576
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 good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Consumer Behavior