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Consumer Behavior

Consumer Behavior


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About the Book

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.

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 Affect and Cognition 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 Introduction to 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 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. The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.


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Product Details
  • ISBN-13: 9780073529851
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Professional
  • Height: 259 mm
  • Returnable: N
  • Weight: 1236 gr
  • ISBN-10: 0073529850
  • Publisher Date: 16 Feb 2007
  • Binding: Hardback
  • Language: English
  • Spine Width: 27 mm
  • Width: 211 mm


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