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Consumer behavior and marketing strategy için kapak resmi
Başlık:
Consumer behavior and marketing strategy
Yazar:
Peter, J. Paul.. author
ISBN:
9780071259354 007125935X
Yazar Ek Girişi:
Basım Bilgisi:
Eighth edition.
Fiziksel Tanımlama:
xxi, 555 pages : illustrations, table ; 26 cm.
İçerik:
a Contents: Table of Contents: Section 1: A Perspective on Consumer Behavior -- Chapter 1 Introduction to Consumer Behavior and Marketing Strategy -- Chapter 2 A Framework for Consumer Analysis Section 2: Affect and Cognition and Marketing Strategy -- Chapter 3 Introduction to Affect and Cognition -- Chapter 4 Consumers' Product Knowledge and Involvement -- Chapter 5 Attention and Comprehension -- Chapter 6 Attitudes and Intentions -- Chapter 7 Consumer Decision Making Section 3 Behavior and Marketing Strategy -- Chapter 8 Introduction to Behavior -- Chapter 9 Conditioning and Learning Processes -- Chapter 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy -- Chapter 11 Introduction to the Environment -- Chapter 12 Cultural and Cross-Cultural Influences -- Chapter 13 Subculture and Social Class -- Chapter 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy -- Chapter 15 Market Segmentation and Product Positioning -- Chapter 16 Consumer Behavior and Product Strategy -- Chapter 17 Consumer Behavior and Promotion Strategy -- Chapter 18 Consumer Behavior and Pricing Strategy -- Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy
Özet:
Consumer Behaviour", 7/e by Peter and Olson provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. The authors have developed the 'Wheel of Consumer Analysis', which is a tool to help the reader understand how consumer affect and cognition, consumer behaviour, consumer environment, and marketing strategy interact. The Wheel Model is a powerful tool for analysing and understanding consumer behaviour and can be used to guide the development of effective marketing strategies.
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Demirbaş
Yer Numarası
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Kitap EKOBKN0006344 658.8343 PET 2008
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