Consumer Behavior: Building Marketing Strategy
portes grátis
Consumer Behavior: Building Marketing Strategy
Best, Roger J.; Hawkins, Delbert I.; Mothersbaugh, David L
McGraw-Hill Education
09/2015
816
Dura
Inglês
9781259232541
15 a 20 dias
Builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internal and external influences, global marketing environments, and the discipline overall.
Part I - Introduction Chapter 1 - Introduction Part II - External Influences Chapter 2 - Cross-cultural Variations in Consumer Behavior Chapter 3 - The Changing American Society: Values Chapter 4 - The Changing American Society: Demographics and Social Stratification Chapter 5 - The Changing American Society: Subcultures Chapter 6 - The American Society: Family and Households Chapter 7 - Group Influence on Consumer Behavior * Part Two Cases Cases 2-1 through 2-8 Part III - Internal Influences Chapter 8 - Perception Chapter 9 - Learning, Memory, and Product Positioning Chapter 10 - Motivation, Personality, and Emotion Chapter 11 - Attitudes and Influencing Attitudes Chapter 12 - Self-Concept and Lifestyle * Part Three Cases Cases 3-1 through 3-9 Part IV - Consumer Decision Process Chapter 13 - Situational Influences Chapter 14 - Consumer Decision Process and Problem Recognition Chapter 15 - Information Search Chapter 16 - Alternative Evaluation and Selection Chapter 17 - Outlet Selection and Purchase Chapter 18 - Post-Purchase Processes, Customer Satisfaction, and Customer Commitment * Part Four Cases Cases 4-1 through 4-8 Part V - Organizations as Consumers Chapter 19 - Organizational and Buyer Behavior * Part Five Cases Cases 5-1 through 5-2 Part VI - Consumer Behavior and Marketing Regulation Chapter 20 - Marketing Regulation and Consumer Behavior * Part Six Cases Cases 6-1 and 6-2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit
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Builds on theory to provide students with a usable, strategic understanding of consumer behavior that acknowledges recent changes in internal and external influences, global marketing environments, and the discipline overall.
Part I - Introduction Chapter 1 - Introduction Part II - External Influences Chapter 2 - Cross-cultural Variations in Consumer Behavior Chapter 3 - The Changing American Society: Values Chapter 4 - The Changing American Society: Demographics and Social Stratification Chapter 5 - The Changing American Society: Subcultures Chapter 6 - The American Society: Family and Households Chapter 7 - Group Influence on Consumer Behavior * Part Two Cases Cases 2-1 through 2-8 Part III - Internal Influences Chapter 8 - Perception Chapter 9 - Learning, Memory, and Product Positioning Chapter 10 - Motivation, Personality, and Emotion Chapter 11 - Attitudes and Influencing Attitudes Chapter 12 - Self-Concept and Lifestyle * Part Three Cases Cases 3-1 through 3-9 Part IV - Consumer Decision Process Chapter 13 - Situational Influences Chapter 14 - Consumer Decision Process and Problem Recognition Chapter 15 - Information Search Chapter 16 - Alternative Evaluation and Selection Chapter 17 - Outlet Selection and Purchase Chapter 18 - Post-Purchase Processes, Customer Satisfaction, and Customer Commitment * Part Four Cases Cases 4-1 through 4-8 Part V - Organizations as Consumers Chapter 19 - Organizational and Buyer Behavior * Part Five Cases Cases 5-1 through 5-2 Part VI - Consumer Behavior and Marketing Regulation Chapter 20 - Marketing Regulation and Consumer Behavior * Part Six Cases Cases 6-1 and 6-2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
