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Peter, J. Paul.

Consumer behavior and marketing strategy / J. Paul Peter, Jerry C. Olson. - 5th ed. - Boston, Mass: Irwin/McGraw-Hill, 1999. - xxv, 545 p. : col. ill. - Irwin/McGraw-Hill series in marketing. .

Includes bibliographical references and indexes

Introduction to consumer behavior and marketing strategy 2
A framework for consumer analysis 17
Introduction to affect and cognition 34
Consumers product knowledge and involvement 63
Attention and comprehension 92
Attitudes and intentions 119
Consumer decision making 148
Analyzing consumer behavior 180
Conditioning and learning processes 201
Influencing consumer behaviors 224
Introduction to the environment 246
Cultural and cross-cultural influences 267
Subculture and social class 298
Reference groups and family 325
Market segmentation and product positioning 353
Consumer behavior and product strategy 376
Consumer behavior and promotion strategy 396
Consumer behavior and pricing strategy 429
Consumer behavior and channel strategy 452
Marketing in action 479


ISBN: 0256261903 9780256261905

Subjects--Topical Terms:
Consumer behavior.
Marketing.

LC Class. No.: HF5415.3 / .P468