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Consumer Behavior and Marketing Strategy

ISBN-10: 0073529850
ISBN-13: 9780073529851
Edition: 8th 2008 (Revised)
List price: $196.56
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Description: The authors focus on consumer behaviour in order to guide successful marketing activities. The four main parts of 'the wheel of consumer analysis' are consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy,  More...

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Book details

List price: $196.56
Edition: 8th
Copyright year: 2008
Publisher: McGraw-Hill Higher Education
Publication date: 1/12/2007
Binding: Hardcover
Pages: 576
Size: 8.25" wide x 10.25" long x 1.00" tall
Weight: 3.036
Language: English

The authors focus on consumer behaviour in order to guide successful marketing activities. The four main parts of 'the wheel of consumer analysis' are consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy, each of which is the topic of one of the four key 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.

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

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