Consumer BehaviorPrentice Hall, 1997 - 672 strán (strany) The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest. |
Obsah
STUDY OF CONSUMER BEHAVIOR | 4 |
PERSONALITY AND CONSUMER | 5 |
Ethics in Marketing | 11 |
Autorské práva | |
70 zvyšných častí nezobrazených
Časté výrazy a frázy
Advances in Consumer Airfone American appeals Association for Consumer attributes audience basic beliefs brand loyalty celebrity Chapter classical conditioning cognitive commercials communications concept consumer behavior Consumer Research consumer's consumption Courtesy cues cultural decisions demographic designed develop discussion effective Elaboration Likelihood Model ethical evaluate example experience feel Figure goal households HP OmniBook identify important income individuals influence involvement Journal of Consumer Journal of Marketing learning lifestyle Likert scale magazines market segmentation Marketing Research marketing strategy measure motivational research needs package perceived perception person persuasion positive product category product or service products and services profiles promotional provides Provo psychographic purchase qualitative research rank-order scales reference groups relevant response retail Rogaine role self-image social class Source specific stimuli subliminal subnotebook sumer symbols tend theory tion types values