Consumer Behavior : An Applied Approach
For courses in Consumer Behavior and Buyer Behavior in the departments of marketing and business administration.This text uses the latest research to provide a survey of the important topics in consumer behavior. It then gets students involved by using Internet exercises, cross-functional perspectives, and real-life business-oriented examples.
- Hardback | 586 pages
- 200.7 x 254 x 33.3mm | 1,233.78g
- 21 Mar 2000
- Pearson Education (US)
- Harlow, United States
Back cover copy
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Table of contents
1. Introduction to Consumer Behavior. 2. Consumer Research. 3. Segmentation, Targeting, and Positioning. 4. Consumer Perception. 5. Consumer Learning and Memory. 6. Consumer Attitudes. 7. Motivation and Emotion. 8. Personality, Lifestyle, and Self-Concept. 9. Consumer Decision Making. 10. Communication. 11. Diffusion of Innovations. 12. Group Influence. 13. The Family and Generational Cohorts. 14. Personal Influence and Word-of-Mouth. 15. Social Class. 16. Culture and Microcultures. Name Index. Company Index. Glindex.