Lee Yan Fong Library

Normal view MARC view ISBD view

Peter, J. Paul.

Consumer behavior & marketing strategy / Consumer behavior and marketing strategy J. Paul Peter, Jerry C. Olson. - 9th ed. - New York : McGraw-Hill Irwin, c2010. - xix, 554 p. : ill. ; 27 cm.

Includes bibliographical references and index.

Introduction to consumer behavior and marketing strategy -- A framework for consumer analysis -- Introduction to affect and cognition -- Consumers' product knowledge and involvement -- Attention and comprehension -- Attitudes and intentions -- Consumer decision making -- Introduction to behavior -- Conditioning and learning processes -- Influencing consumer behaviors -- Introduction to the environment -- Cultural and cross-cultural influences -- Subculture and social class -- Reference groups and family -- Market segmentation and product positioning -- Consumer behavior and product strategy -- Consumer behavior and promotion strategy -- Consumer behavior and pricing strategy -- Consumer behavior, electronic commerce, and channel strategy.

ISBN: 9780073404769 (alk. paper) 0073404764 (alk. paper) 9780071267816 (pbk.) 0071267816 (pbk.)

LCCN: 2009039009

Subjects--Topical Terms:
Consumer behavior.
Marketing.
Marketing.
Verbraucherverhalten.
Marketing.
Consommateurs--Attitudes.

LC Class. No.: HF5415.3 / P468 2010

Dewey Class. No.: 658.8/342