Consumer Behavior for Dummies

ISBN-10: 0470449837

ISBN-13: 9780470449837

Edition: 2009

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Book details

List price: $16.99
Copyright year: 2009
Publisher: John Wiley & Sons, Limited
Publication date: 5/8/2009
Binding: Paperback
Pages: 384
Size: 7.50" wide x 9.25" long x 0.75" tall
Weight: 1.518
Language: English

Laura A. Lake has been involved in the marketing industry since 1997. She has worked with many companies, assisting them in understanding consumer behavior and the management and implementation of the findings within. In 2008, Lake founded her own successful marketing agency and sales training company.

Introduction to Consumer Behavior
Consumer Behavior: The Basics
Understanding How Consumers Make Purchase Decisions
Applying Consumer Behavior to Marketing Strategy
Delving Into the Psychology of the Individual Consumer
Recognizing Need and Desire: Motivation and Emotion
Supplying Information and Infl uencing Perception
Uncovering Attitudes: General and Lasting Evaluations
Defi ning the Role of Identity: Self-Concepts and Lifestyle
Consumers in Their Social and Cultural Settings
Cultural Influences
The Infl uences of Household Structure and Role
The Power of the Masses: Group Influences
Defying Legislated or Moral Laws: Consumer Misbehavior
Crafting Your Marketing Strategy
Conducting Market Research
Identifying Target Markets through Segmentation
Unearthing New Market Opportunities
Implementing Your Strategy with a Marketing Plan
Understanding Marketing Ethics
Evoking Awareness through Positioning
Leading Customers from Attention to Action
Convincing Consumers to Adopt New Products or Changes in Terms
Cultivating Customer Loyalty
The Part of Tens
Ten Easy Ways to Enhance Customer Satisfaction
Ten Special Considerations for Business-to-Business Marketing
Appendix: Glossary
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