Synopses & Reviews
Noted for its superior research foundation, numerous examples, vignettes and experiential assignments, this revision features the best and most useful frameworks and marketing rules of thumb which tie concepts together, applying them to the reality of the marketer's role. Shortened, streamlined and reorganized, its visual appeal has been enhanced by numerous full-color photographs.
Table of Contents
Partial table of contents:
The Fascinating Field of Consumer Behavior.
Marketers' and Consumers' Views.
Market Segmentation.
THE CONSUMER AS AN INDIVIDUAL.
Consumer Motivation I: Essentials.
Consumer Information Processing.
Consumer Perception I: Attention to Marketing Cues.
Consumer Learning.
EXTERNAL INFLUENCES ON CONSUMER BEHAVIOR.
Cultural Influences.
Household Influences.
CONSUMER DECISION PROCESSES.
Consumer Decisions II: Purchase Processes.
SPECIAL TOPICS IN CONSUMER BEHAVIOR.
Organizational Buying Behavior.
Notes.
Glossary.
Indexes.