Consumer behavior : building marketing strategy
David L. Mothersbaugh
Bok · Engelsk · 2019
| Originaltittel | |
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| Medvirkende | |
| Omfang | xix, 814 sider : illustrasjoner, tabeller, figurer
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| Utgave | Fourteenth Edition
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| Opplysninger | CHAPTER ONE: Consumer Behavior and Marketing Strategy CHAPTER TWO: Cross-Cultural Variations in Consumer Behavior CHAPTER THREE: The Changing American Society: Values CHAPTER FOUR: The Changing American Society: Demographics and Social Stratification CHAPTER FIVE: The Changing American Society: Subculture CHAPTER SIX: The American Society: Families and Households CHAPTER SEVEN: Group Influences on Consumer Behavior CHAPTER EIGHT: Perception CHAPTER NINE: Learning, Memory, and Product Positioning CHAPTER TEN: Motivation, Personality, and Emotion CHAPTER ELEVEN: Attitudes and Influencing AttitudesCHAPTER TWELVE: Self-Concept and Lifestyle CHAPTER THIRTEEN: Situational Influences CHAPTER FOURTEEN: Consumer Decision Process and Problem Recognition CHAPTER FIFTEEN: Information Search CHAPTER SIXTEEN: Alternative Evaluation and Selection CHAPTER SEVENTEEN: Outlet Selection and Purchase CHAPTER EIGHTEEN: Post purchase Processes, Customer Satisfaction, and Customer Commitment. - "Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior, and attempts to influence it, is critical to all of us. This text is designed to provide an understanding of consumer behavior. This understanding can make us better consumers, better marketers, and better citizens"--
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| Emner | Consumer behavior - United States
Market surveys - United States. forbrukeratferd markedsforskning USA casestudier |
| Dewey | |
| ISBN | 126056648X. - 9781260100044
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