Research Catalog

Title

Consumer behavior and marketing strategy / J. Paul Peter, Jerry C. Olson.

Author

Peter, J. Paul.

Publication

Boston : McGraw-Hill/Irwin, [2008], ©2008.

Supplementary Content

• Publisher description
• Contributor biographical information
• Inhaltsverzeichnis
• Publisher description
• Table of contents only
• Contributor biographical information
• Publisher description

Items in the Library & Off-site

Holdings

Details

Additional Authors

Olson, Jerry C. (Jerry Corrie), 1944-

Description

xix, 555 pages : illustrations, map; 27 cm

Summary

'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.

Alternative Title

Consumer behavior & marketing strategy

Subjects

• Verbraucherverhalten
• Strategisches Management
• Consommateurs - Attitudes
• Marketing
• Consommateurs > Attitudes
• Consumer behavior

Bibliography (note)

• Includes bibliographical references (p. 499-528) and indexes.

Contents

1. Introduction to consumer behavior and marketing strategy -- 2. A framework for consumer analysis -- 3. Introduction to affect and cognition -- 4. Consumers' product knowledge and involvement -- 5. Attention and comprehension -- 6. Attitudes and intentions -- 7. Consumer decision making -- 8. Introduction to behavior -- 9. Conditioning and learning processes -- 10. Influencing consumer behavior -- 11. Introduction to the environment -- 12. Cultural and cross-cultural influences -- 13. Subculture and social class -- 14. Reference groups and family -- 15. Market segmentation and product positioning -- 16. Consumer behavior and product strategy -- 17. Consumer behavior and promotion strategy

ISBN

• 0073529850 (alk. paper)
• 9780073529851
• 9780071259354 (pbk.)
• 007125935X (pbk.)

LCCN

2006032470

OCLC

• ocm71812831
• 71812831
• SCSB-9052261

Owning Institutions

Columbia University Libraries