Consumer Behavior: (McGraw-Hill/Irwin Series in Marketing)

"Consumer Behavior" provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed what they call the Wheel of Consumer Analysis, which is a tool to help the reader understand how consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy interact. The wheel is a powerful tool for analyzing consumer behavior and can be used to understand consumers and to guide the development of effective marketing strategies.

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 Behavior 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 Analyzing Consumer 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

About the Author :
J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.