Includes bibliographies and indexes.

Contents: Introduction and overview: Consumer behaviour and marketing strategy -- Consumer behaviour: a framework for marketing analysis -- Cognitive theory and marketing strategy: Consumers" cognitive processes -- Consumers" knwoledge, meanings, and beliefs -- Consumers' product knowledge and involvement -- Interpretation processes: attention and comprehension -- Attitudes and intentions -- Integration processes: consumer decision making -- Behavior theory and marketing strategy: Appliied behaviour analysis -- Respondent and operant conditioning -- Vicarious learning: modeling effects on consumer behaviour -- Environmental theory and marketing strategy: Environmental influences on consumer behaviour -- Macro social influences: culture, subculture, and social class -- Micro social influences: reference groups and family -- Marketing strategy development: Market segmentation analysis -- Product strategy and consumer behaviour -- Promotion strategy and consumer behavior -- Pricing strategy and consumer behaviour -- Channel strategy and consumer behaviour -- Societal influences on marketing practices: Consumer behaviour, marketing, and social responsibility.