CONSUMER BEHAVIOR PETER J.P. OLSON J. Księgarnia

This book takes a strategic look at consumer behavior in order to guide successful marketing activities.

The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

Table of Contents:

Section 1 A Perspective on Consumer Behavior
1 Introduction to Consumer Behavior and Marketing Strategy
2 A Framework for Consumer Analysis

Section 2 Affect and Cognition and Marketing Strategy
3 Introduction to Affect and Cognition
4 Consumers? Product Knowledge and Involvement
5 Attention and Comprehension
6 Attitudes and Intentions
7 Consumer Decision Making

Section 3 Behavior and Marketing Strategy
8 Introduction to Behavior
9 Conditioning and Learning Processes
10 Influencing Consumer Behaviors

Section 4 The Environment and Marketing Strategy
11 Introduction to the Environment
12 Cultural and Cross-Cultural Influences
13 Subculture and Social Class
14 Reference Groups and Family

Section 5 Consumer Behavior and Marketing Strategy
15 Market Segmentation and Product Positioning
16 Consumer Behavior and Product Strategy
17 Consumer Behavior and Promotion Strategy
18 Consumer Behavior and Pricing Strategy
19 Consumer Behavior, Electronic Commerce, and Channel Strategy

Notes
Glossary
Credits
Name Index
Subject Index

576 pages, Paperback

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.