Consumer Behavior and Marketing Strategy - Couverture rigide

Peter, J. Paul; Olson, Jerry C.

Couverture rigide

ISBN 10 : 0256139040 ISBN 13 : 9780256139044

Editeur : Irwin Professional Publishing, 1996

Synopsis

This work shows how the various elements of consumer analysis fit together in an integrated framework, called the "Wheel of Consumer Analysis". Psychological, social and behavioural theories are shown as useful for understanding consumers and developing more effective marketing strategies. The aim is to enable students to develop skills in analyzing consumers from a marketing management perspective and in using this knowledge to develop and evaluate marketing strategies. The text identifies three groups of concepts - affect and cognition, behaviour and the environment - and shows how these they influence each other as well as marketing strategy. The focus of the text is managerial, with a distinctive emphasis on strategic issues and problems. Cases and questions are included in each chapter.

A propos du livre

Présentation de l'éditeur

Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.

Détails de l'édition

• Éditeur: Irwin Professional Publishing
• Date d'édition: 1996
• Langue: anglais
• ISBN 10: 0256139040
• ISBN 13: 9780256139044
• Reliure: Relié
• Numéro d'édition: 4
• Nombre de pages: 672
• Coordonnées du fabricant: non disponible