Consumer Behavior Building Marketing Strategy

ISBN-10: 0077294106

ISBN-13: 9780077294106

Edition: 11th 2010

List price: $216.00
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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. .
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Book details

List price: $216.00
Edition: 11th
Copyright year: 2010
Publisher: McGraw-Hill Higher Education
Publication date: 1/27/2009
Binding: Mixed Media
Pages: 832
Size: 8.00" wide x 10.00" long x 1.25" tall
Weight: 3.630
Language: English

Consumer Behavior and Marketing Strategy
External Influences
Cross-Cultural Variations in Consumer Behavior
The Changing American Society: Values
The Changing American Society: Demographics and Social Stratification
The Changing American Society: Subcultures
The American Society: Families and Households
Group Influences on Consumer Behavior
Cases: Cases 2-1 through 2-9
Internal Influences
Learning, Memory, and Product Positioning
Motivation, Personality, and Emotion
Attitudes and Influencing Attitudes
Self-Concept and Lifestyle
Cases: Cases 3-1 through 3-10
Consumer Decision Process
Situational Influences
Consumer Decision Process and Problem Recognition
Information Search
Alternative Evaluation and Selection
Outlet Selection and Purchase
Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Cases: Cases 4-1 through 4-8
Organizations as Consumers
Organizational Buyer Behavior
Cases: Cases 5-1 through 5-2
Consumer Behavior and Marketing Regulation
Marketing Regulation and Consumer Behavior
Cases: Cases 6-1 through 6-2
Consumer Behavior Research Methods
Consumer Behavior Audit
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