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

By: Contributor(s): Material type: TextPublication details: Boston : Irwin/McGraw-Hill, 1996.Edition: 4th edDescription: xxvii, 737p : ill., platesISBN:
  • 0256139040
Subject(s): LOC classification:
  • HF5415.3 .P468
Contents:
Introduction to consumer strategy and marketing 5 A framework for consumer analysis 23 Introduction to affect and cognition 45 Consumer's product knowledge and involvement 81 Attention and comprehension 119 Attitudes and intentions 155 Consumer decision making 191 Introduction to behavior 231 Classical and operant conditioning 257 Vicarious learning 281 Analyzing and consumer behavior 303 Introduction to the environment 337 Cultural and cross-cultural influences 367 Sub cultural and social class 411 Reference groups and family 445 Market segmentation and product positioning 481 Consumer behavior and product strategy 507 Consumer behavior and promotions strategy 535 Consumer behavior and pricing strategy 579 Consumer behavior and channel strategy 607 Social and ethical considerations 641 notes 661 Glossary 706 Name index 722 Subject index 729
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks HF5415.3 .P468 (Browse shelf(Opens below)) Available 12988

Includes index.

Introduction to consumer strategy and marketing 5
A framework for consumer analysis 23
Introduction to affect and cognition 45
Consumer's product knowledge and involvement 81
Attention and comprehension 119
Attitudes and intentions 155
Consumer decision making 191
Introduction to behavior 231
Classical and operant conditioning 257
Vicarious learning 281
Analyzing and consumer behavior 303
Introduction to the environment 337
Cultural and cross-cultural influences 367
Sub cultural and social class 411
Reference groups and family 445
Market segmentation and product positioning 481
Consumer behavior and product strategy 507
Consumer behavior and promotions strategy 535
Consumer behavior and pricing strategy 579
Consumer behavior and channel strategy 607
Social and ethical considerations 641
notes 661
Glossary 706
Name index 722
Subject index 729


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