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Consumer behavior : marketing strategy perspectives. / J. Paul Peter and Jerry C. Olson.

By: Contributor(s): Material type: TextSeries: The Irwin series in marketingPublication details: Homewood, Ill. : Irwin, 1987.Description: xvii, 698 p., [16] p. of plates : ill. (some col.) ; 25 cmISBN:
  • 0256031770
Subject(s): LOC classification:
  • HF5415.3.P468 
Contents:
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.
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Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY HF5415.3.P468 (Browse shelf(Opens below)) 1 Available 2289/12

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.

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