Consumer Behavior: A Strategic ApproachHoughton Mifflin, 2004 - 631 páginas Tailored for upper-level undergraduate and MBA students, Assael's Consumer Behavior applies behavioral concepts to market strategy (domestic and international) with special emphasis on web-related issues and applications. Assael presents the content from a managerial perspective, focusing on decision making as the framework for understanding consumer behavior. The text also features a unique, three-chapter Marketing Action section, covering marketing communications, marketing segmentation and micromarketing, as well as consumer rights and social responsibility. |
Contenido
Levi Strauss Co Begins to Focus on the Consumer | 3 |
Current Trends in Consumer Behavior | 10 |
Database Marketing | 16 |
Derechos de autor | |
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Términos y frases comunes
Advertising Age African Americans American appeal Association baby boomers beliefs benefits brand attitudes brand evaluation brand loyalty campaign cereal chapter characteristics choice classical conditioning cognitive communications complex decision computers consider consumer behavior Consumer Research consumer's consumption cultural customers demographic develop effective evaluate brands example Exhibit experience Figure focus global hedonic high-involvement Hispanic households identify important in-store increase influence information search Internet Journal of Consumer Journal of Marketing Kmart learning Levi Strauss lifestyle low-involvement products Marketing Research marketing strategies mass customization McDonald's micromarketing needs Nike norms Pepsi percent positive Procter & Gamble product attributes product category purchasing behavior result risk role social class sources stimuli strategic implications subcultures sumers symbols target taste theory tion trend users utilitarian values versus Wall Street Journal women word-of-mouth