Overview

This book takes 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.

Full Product Details

Author:   J. Paul Peter ,  Jerry Olson
Publisher:   McGraw-Hill Education - Europe
Imprint:   McGraw-Hill Professional
Edition:   9th edition
Dimensions:   Width: 20.30cm , Height: 2.50cm , Length: 27.20cm
Weight:   1.234kg
ISBN:  

9780073404769

ISBN 10:   0073404764
Pages:   576
Publication Date:   16 January 2010
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   0078028825
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Section 1 A Perspective on Consumer Behavior 1 Introduction to Consumer Behavior and Marketing Strategy 2 A Framework for Consumer Analysis Section 2 Affect and Cognition and Marketing Strategy 3 Introduction to Affect and Cognition 4 Consumers’ Product Knowledge and Involvement 5 Attention and Comprehension 6 Attitudes and Intentions 7 Consumer Decision Making Section 3 Behavior and Marketing Strategy 8 Introduction to Behavior 9 Conditioning and Learning Processes 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy 11 Introduction to the Environment 12 Cultural and Cross-Cultural Influences 13 Subculture and Social Class 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy 15 Market Segmentation and Product Positioning 16 Consumer Behavior and Product Strategy 17 Consumer Behavior and Promotion Strategy 18 Consumer Behavior and Pricing Strategy 19 Consumer Behavior, Electronic Commerce, and Channel Strategy Notes Glossary Credits Name Index Subject Index

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Author Information

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. The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.

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