This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international…mehr
This wide-ranging yet focused text provides an informative introduction to consumer behavior supported by in-depth, scientifically grounded coverage of key principles and applications. CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition, devotes ample attention to "classic" consumer behavior topics, including consumer information processing, consumer decision making, persuasion, and the role of culture and society on consumer behavior. In addition, this innovative new text explores important current topics and trends relevant to modern consumer behavior, such as international and ethical perspectives, an examination of contemporary media, and a discussion of online tactics and branding strategies. This versatile text strikes an ideal balance among theoretical concepts, cutting-edge research findings, and applied real-world examples that illustrate how successful businesses apply consumer behavior to develop better products and services, market them more effectively, and achieve a sustainable competitive advantage. With its strong consumer-focused, strategy-oriented approach, CONSUMER BEHAVIOR: SCIENCE AND PRACTICE, 1e, International Edition will serve students well in the classroom and help them develop the knowledge and skills to succeed in the dynamic world of modern business.
Maria Cronley is a professor of marketing in the Farmer School of Business at Miami University. Dr. Cronley joined Miami 2002 and teaches classes in consumer behavior, developing consumer insights, and customer acquisition. She received a B.S. in business from Bowling Green State University, and a Ph.D. in marketing, with a secondary specialization in social psychology, from the University of Cincinnati. Her primary research interests center on consumer judgment and decision processes, with specific emphasis in the areas of inference and selective information processing, persuasion, and practices related to health services marketing. She sits on the Editorial Review Board for the Journal of Consumer Psychology, and has published numerous articles in scholarly journals, including the Journal of Consumer Research, Journal of Consumer Psychology, Journal of Business Research, Advances in Consumer Research, Journal of Experimental Psychology: Applied, and the Journal of Public Policy
and Marketing. She has also won more than two dozen awards and grants for her scholarship and teaching, including the Endres Associate Fellows Award for research, the James Robeson Faculty Research Excellence Award, and the Outstanding Professor Award at Miami University.
Inhaltsangabe
Part I: CONSUMER FOCUSED STRATEGY.1. The Study of Consumer Behavior.2. Consumer Segmentation and Positioning.Part II: HOW CONSUMERS MAKE DECISIONS.3. Overview of Consumer Decision Making.4. Consumer Evaluation and Choice.5. Risk and Consumer Decision Making.Part III: HOW CONSUMERS PROCESS INFORMATION.6. Consumer Perception and Attention.7. Persuasion: Attitudes and Judgment.8. Affect and Motivation.9. The Role of Learning and Memory.10. Automatic Information Processing.11. The Role of Personality and Self-Concept.Part IV: THE INFLUENCE OF THE SOCIAL ENVIRONMENT AND CONTEMPORARY STRATEGIES FOR MARKETERS.12. The Role of Values and Culture.13. Persuasion Through Social Influence.14. Contemporary Marketing Strategies.15. Consumer Behavior Online.16. Consumer Behavior and Branding Strategy.Part V: MANAGERIAL DECISION MAKING.17. Biases in Managerial Decision Making.18. Strategies for Improving Managerial Decision Making.
Part I: CONSUMER FOCUSED STRATEGY.1. The Study of Consumer Behavior.2. Consumer Segmentation and Positioning.Part II: HOW CONSUMERS MAKE DECISIONS.3. Overview of Consumer Decision Making.4. Consumer Evaluation and Choice.5. Risk and Consumer Decision Making.Part III: HOW CONSUMERS PROCESS INFORMATION.6. Consumer Perception and Attention.7. Persuasion: Attitudes and Judgment.8. Affect and Motivation.9. The Role of Learning and Memory.10. Automatic Information Processing.11. The Role of Personality and Self-Concept.Part IV: THE INFLUENCE OF THE SOCIAL ENVIRONMENT AND CONTEMPORARY STRATEGIES FOR MARKETERS.12. The Role of Values and Culture.13. Persuasion Through Social Influence.14. Contemporary Marketing Strategies.15. Consumer Behavior Online.16. Consumer Behavior and Branding Strategy.Part V: MANAGERIAL DECISION MAKING.17. Biases in Managerial Decision Making.18. Strategies for Improving Managerial Decision Making.
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