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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

Offers a strategic look at consumer behavior to guide successful marketing activities. This book features the Wheel of Consumer Analysis, with its four major parts: 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.

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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, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

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

Section 1A Perspective on Consumer BehaviorChapter 1Introduction to Consumer Behavior and Marketing StrategyChapter 2A Framework for Consumer AnalysisSection 2Affect and Cognition and Marketing StrategyChapter 3Introduction to Affect and CognitionChapter 4Consumers' Product Knowledge and InvolvementChapter 5Attention and ComprehensionChapter 6Attitudes and IntentionsChapter 7Consumer Decision MakingSection 3Behavior and Marketing StrategyChapter 8Introduction to BehaviorChapter 9Conditioning and Learning ProcessesChapter 10Influencing Consumer BehaviorsSection 4The Environment and Marketing StrategyChapter 11Introduction to the EnvironmentChapter 12Cultural and Cross-Cultural InfluencesChapter 13Subculture and Social ClassChapter 14Reference Groups and FamilySection 5Consumer Behavior and Marketing StrategyChapter 15Market Segmentation and Product PositioningChapter 16Consumer Behavior and Product StrategyChapter 17Consumer Behavior and Promotion StrategyChapter 18Consumer Behavior and Pricing StrategyChapter 19Consumer Behavior, Electronic Commerce, and Channel Strategy

Additional information

CIN0072864877G
9780072864878
0072864877
Consumer Behavior by J. Paul Peter
J. Paul Peter
Used - Good
Hardback
McGraw-Hill Education - Europe
20040516
608
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