Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.
Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.
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Inhaltsangabe
From the contents:
Section 1 A Perspective on Consumer Behaviour 1. Introduction to Consumer Behaviour and Marketing Strategy 2. A Framework for Consumer Analysis Section 2 Affect and Cognition and Marketing Strategy 3. Introduction to Affect and Cognition 4. Consumers' Product Knowledge and Involvement 5. Attention and Comprehension 6. Attitudes and Intentions 7. Consumer Decision Making Section 3 Behaviour and Marketing Strategy 8. Introduction to Behaviour 9. Classical and Operant Conditioning 10. Vicarious Learning 11. Analysing Consumer Behaviour Section 4 The Environment and Marketing Strategy 12. Introduction to the Environment 13. Cultural and Cross-cultural Influences 14. Subculture and Social Class 15. Reference Groups and Family Section 5 Consumer Analysis and Marketing Strategy 16. Market Segmentation and Product Positioning 17. Consumer Behaviour and Product Strategy 18. Consumer Behaviour and Communication Strategy 19. Consumer Behaviour and Pricing Strategy 20. Consumer Behaviour and Channel Strategy 21. Market Power and Consumer Power Glossary, Name Index, Subject Index
Section 1 A Perspective on Consumer Behaviour 1. Introduction to Consumer Behaviour and Marketing Strategy 2. A Framework for Consumer Analysis Section 2 Affect and Cognition and Marketing Strategy 3. Introduction to Affect and Cognition 4. Consumers' Product Knowledge and Involvement 5. Attention and Comprehension 6. Attitudes and Intentions 7. Consumer Decision Making Section 3 Behaviour and Marketing Strategy 8. Introduction to Behaviour 9. Classical and Operant Conditioning 10. Vicarious Learning 11. Analysing Consumer Behaviour Section 4 The Environment and Marketing Strategy 12. Introduction to the Environment 13. Cultural and Cross-cultural Influences 14. Subculture and Social Class 15. Reference Groups and Family Section 5 Consumer Analysis and Marketing Strategy 16. Market Segmentation and Product Positioning 17. Consumer Behaviour and Product Strategy 18. Consumer Behaviour and Communication Strategy 19. Consumer Behaviour and Pricing Strategy 20. Consumer Behaviour and Channel Strategy 21. Market Power and Consumer Power Glossary, Name Index, Subject Index
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