Consumer Behavior and Marketing Strategy (McGraw-Hill/Irwin Series in Marketing) / Edition 7

by J. Paul Peter, Olson, Jerry C. Olson, Jerry Olson

Overview

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.

Product Details

ISBN-13:	9780072864878
Publisher:	McGraw-Hill Companies, The
Publication date:	04/23/2004
Series:	McGraw-Hill/Irwin Series in Marketing
Edition description:	Older Edition
Pages:	608
Product dimensions:	7.90(w) x 10.30(h) x 1.24(d)

About the Author

J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.

Table of Contents

Section 1
A Perspective on Consumer Behavior

Chapter 1
Introduction to Consumer Behavior and Marketing Strategy

Chapter 2
A Framework for Consumer Analysis

Section 2
Affect and Cognition and Marketing Strategy

Chapter 3
Introduction to Affect and Cognition

Chapter 4
Consumers’ Product Knowledge and Involvement

Chapter 5
Attention and Comprehension

Chapter 6
Attitudes and Intentions

Chapter 7
Consumer Decision Making

Section 3
Behavior and Marketing Strategy

Chapter 8
Introduction to Behavior

Chapter 9
Conditioning and Learning Processes

Chapter 10
Influencing Consumer Behaviors

Section 4
The Environment and Marketing Strategy

Chapter 11
Introduction to the Environment

Chapter 12
Cultural and Cross-Cultural Influences

Chapter 13
Subculture and Social Class

Chapter 14
Reference Groups and Family

Section 5
Consumer Behavior and Marketing Strategy

Chapter 15
Market Segmentation and Product Positioning

Chapter 16
Consumer Behavior and Product Strategy

Chapter 17
Consumer Behavior and Promotion Strategy

Chapter 18
Consumer Behavior and Pricing Strategy

Chapter 19
Consumer Behavior, Electronic Commerce, and Channel Strategy