| Description |
xxvii, 738 pages : illustrations (some color) ; 24 cm |
| Series |
Irwin series in marketing |
|
Irwin series in marketing.
|
| Contents |
Ch. 1. Introduction to Consumer Behavior and Marketing Strategy -- Ch. 2. A Framework for Consumer Analysis -- Ch. 3. Introduction to Affect and Cognition -- Ch. 4. Consumers' Product Knowledge and Involvement -- Ch. 5. Attention and Comprehension --Ch. 6. Attitudes and Intentions -- Ch. 7. Consumer Decision Making -- Ch. 8. Introduction to Behavior --Ch. 9. Classical and Operant Conditioning -- Ch. 10. Vicarious Learning -- Ch. 11. Analyzing Consumer Behavior -- Ch. 12. Introduction to the Environment --Ch. 13. Cultural and Cross-Cultural Influences -- Ch. 14. Subculture and Social Class -- Ch. 15. Reference Groups and Family -- Ch. 16. Market Segmentation and Product Positioning -- Ch. 17. Consumer Behavior and Product Strategy -- Ch. 18. Consumer Behavior and Promotion Strategy -- Ch. 19. Consumer Behavior and Pricing Strategy -- Ch. 20. Consumer Behavior and Channel Strategy -- Ch. 21. Social and Ethical Considerations |
| Analysis |
Consumer behavior |
|
Marketing |
| Notes |
Includes index |
|
Originally published as: Consumer behavior: marketing strategy perspectives, 1987 |
| Bibliography |
Bibliography: pages 661-705 |
| Notes |
Originally published as Consumer behavior: marketing strategy perspectives, 1987 |
| Subject |
Consumer behavior.
|
|
Marketing.
|
| Author |
Olson, Jerry C. (Jerry Corrie), 1944-
|
|
Peter, J. Paul.
Consumer behavior 2
|
| LC no. |
95022713 |
| ISBN |
0256139040 |
|
