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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 look at consumer behavior in order to guide successful marketing activities. This book's organizing factor is the Wheel of Consumer Analysis. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy.

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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

Table of Contents:

Section 1: A Perspective on Consumer Behavior
Chapter 1 Introduction to Consumer Behavior and Marketing Strategy
Chapter 2 A Framework for Consumer Analysis

Section 2: Affect and Cognition and Marketing Strategy
Chapter 3 Introduction to Affect and Cognition
Chapter 4 Consumers' Product Knowledge and Involvement
Chapter 5 Attention and Comprehension
Chapter 6 Attitudes and Intentions
Chapter 7 Consumer Decision Making

Section 3 Behavior and Marketing Strategy
Chapter 8 Introduction to Behavior
Chapter 9 Conditioning and Learning Processes
Chapter 10 Influencing Consumer Behaviors

Section 4 The Environment and Marketing Strategy
Chapter 11 Introduction to the Environment
Chapter 12 Cultural and Cross-Cultural Influences
Chapter 13 Subculture and Social Class
Chapter 14 Reference Groups and Family

Section 5 Consumer Behavior and Marketing Strategy
Chapter 15 Market Segmentation and Product Positioning
Chapter 16 Consumer Behavior and Product Strategy
Chapter 17 Consumer Behavior and Promotion Strategy
Chapter 18 Consumer Behavior and Pricing Strategy
Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy

Additional information

CIN0073529850G
9780073529851
0073529850
Consumer Behavior by J. Paul Peter
J. Paul Peter
Used - Good
Hardback
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