Consumer behavior and marketing strategy
副标题：无
作 者：[美]J.保罗.彼德(J.Paul Peter)，[美]杰里·C.奥尔森(Jerry C.Olson)[著]
分类号：
ISBN：9787810444583
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简介
本书适用于本科生和研究生，主要着眼于消费者行为理论的研究及其在制定市场营销战略中的作用。是美国最受欢迎的消费者行为学教材之一。
我社即将出版本书的中译版。
目录
目录
CHAPTER6 Attitudes and Intentions
CHAPTER7 Consumer Decision Making
SECTION3 BEHAVIOR AND MARKETING STRATEGY
CHAPTER8 Introduction to Behavior
CHAPTER9 Classical and Operant Conditioning
CHAPTER10 Vicarious Learning
CHAPTER11 Analyzing Consumer Behavior
SECTION4 THE ENVIRONMENT AND MARKETING STRATEGY
CHAPTER12 Introduction to the Environment
CHAPTER13 Cultural and Cross-Cultutal Influences
CONTENTS IN BRIEF
CHAPTER14 Subculture and Social Class
CHAPTER15 Reference Groups and Family
SECTION5 CONSUMER ANALYSIS AND MARKETING STRATEGY
CHAPTER16 Market Segmentation and Product Positioning
CHAPTER17 Consumer Behavior and Product Strategy
CHAPTER18 Consumer Behavior and Promotion Strategy
CHAPTER19 Consumer Behavior and Pricing Strategy
CHAPTER20 Consumer Behavior and Channel Strategy
CHAPTER21 Social and Ethical Considerations
NOTES
SECTION1 A PERSPECTIVE ON CONSUMER BEHAVIOR
GLOSSARY
NAME INDEX
SUBJECT INDEX
CHAPTER1 Introduction to Consumer Behavior and Marketing Strategy
CHAPTER2 A Framework for Consumer Analysis
SECTION2 AFFECT AND COGNITION AND MARKETING STRATEGY
CHAPTER3 Introduction to Affect and Cognition
CHAPTER4 Consumers'Product Knowledge and Involvement
CHAPTER5 Attention and Comprehension
CHAPTER6 Attitudes and Intentions
CHAPTER7 Consumer Decision Making
SECTION3 BEHAVIOR AND MARKETING STRATEGY
CHAPTER8 Introduction to Behavior
CHAPTER9 Classical and Operant Conditioning
CHAPTER10 Vicarious Learning
CHAPTER11 Analyzing Consumer Behavior
SECTION4 THE ENVIRONMENT AND MARKETING STRATEGY
CHAPTER12 Introduction to the Environment
CHAPTER13 Cultural and Cross-Cultutal Influences
CONTENTS IN BRIEF
CHAPTER14 Subculture and Social Class
CHAPTER15 Reference Groups and Family
SECTION5 CONSUMER ANALYSIS AND MARKETING STRATEGY
CHAPTER16 Market Segmentation and Product Positioning
CHAPTER17 Consumer Behavior and Product Strategy
CHAPTER18 Consumer Behavior and Promotion Strategy
CHAPTER19 Consumer Behavior and Pricing Strategy
CHAPTER20 Consumer Behavior and Channel Strategy
CHAPTER21 Social and Ethical Considerations
NOTES
SECTION1 A PERSPECTIVE ON CONSUMER BEHAVIOR
GLOSSARY
NAME INDEX
SUBJECT INDEX
CHAPTER1 Introduction to Consumer Behavior and Marketing Strategy
CHAPTER2 A Framework for Consumer Analysis
SECTION2 AFFECT AND COGNITION AND MARKETING STRATEGY
CHAPTER3 Introduction to Affect and Cognition
CHAPTER4 Consumers'Product Knowledge and Involvement
CHAPTER5 Attention and Comprehension
Consumer behavior and marketing strategy
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