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Consumer Behavior

ISBN-10: 0073404764
ISBN-13: 9780073404769
Edition: 9th 2010
List price: $292.33 Buy it from $63.00
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Description: 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,  More...

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Book details

List price: $292.33
Edition: 9th
Copyright year: 2010
Publisher: McGraw-Hill Education
Publication date: 12/21/2009
Binding: Hardcover
Pages: 576
Size: 8.00" wide x 10.25" long x 1.25" tall
Weight: 2.992
Language: English

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.

John Langan has taught reading and writing at Atlantic Cape Community College near Atlantic City, New Jersey, for more than twenty-five years. The author of a popular series of college textbooks on both writing and reading, John enjoys the challenge of developing materials that teach skills in an especially clear and lively way. Before teaching, he earned advanced degrees in writing at Rutgers University and in reading at Rowan University. He also spent a year writing fiction that, he says, is now at the back of a drawer waiting to be discovered and acclaimed posthumously. While in school, he supported himself by working as a truck driver, a machinist, a battery assembler, a hospital attendant, and an apple packer. John now lives with his wife, Judith Nadell, near Philadelphia. In addition to his wife and Philly sports teams, his passions include reading and turning on nonreaders to the pleasure and power of books. Through Townsend Press, his educational publishing company, he has developed the nonprofit Townsend Library, a collection of more than a hundred new and classic stories.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.

Richard Hass is a volunteer coordinator for the Minnesota Rose Society. He has received awards from the American Rose Society and has been a rose judge since 2001.Jerry Olson has grown roses for almost sixty years and judged them for the American Rose Society for more than three decades. He has written articles for the American Rose Society and the Minnesota State Horticultural Society.John Whitman is a garden writer and photographer. He is the coauthor ofGrowing Perennials in Cold ClimatesandGrowing Shrubs and Small Trees in Cold Climates, both recently published in new editions from the University of Minnesota Press.

A Perspective on Consumer Behavior
Introduction to Consumer Behavior and Marketing Strategy
A Framework for Consumer Analysis
Affect and Cognition and Marketing Strategy
Introduction to Affect and Cognition
Consumers’ Product Knowledge and Involvement
Attention and Comprehension
Attitudes and Intentions
Consumer Decision Making
Behavior and Marketing Strategy
Introduction to Behavior
Conditioning and Learning Processes
Influencing Consumer Behaviors
The Environment and Marketing Strategy
Introduction to the Environment
Cultural and Cross-Cultural Influences
Subculture and Social Class
Reference Groups and Family
Consumer Behavior and Marketing Strategy
Market Segmentation and Product Positioning
Consumer Behavior and Product Strategy
Consumer Behavior and Promotion Strategy
Consumer Behavior and Pricing Strategy
Consumer Behavior, Electronic Commerce, and Channel Strategy
Notes
Glossary
Credits
Name Index
Subject Index

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