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Full Product Details

Author:   Laura Lake
Publisher:   John Wiley and Sons Ltd
Imprint:   John Wiley & Sons Ltd
Dimensions:   Width: 18.60cm , Height: 2.00cm , Length: 23.30cm
Weight:   0.582kg
ISBN:  

9780470449837

ISBN 10:   0470449837
Pages:   384
Publication Date:   08 May 2009
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
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

Introduction. Part I: Introduction to Consumer Behavior. Chapter 1: Consumer Behavior: The Basics. Chapter 2: Understanding How Consumers Make Purchase Decisions. Chapter 3: Applying Consumer Behavior to Marketing Strategy. Part II: Delving Into the Psychology of the Individual Consumer. Chapter 4: Recognizing Need and Desire: Motivation and Emotion. Chapter 5: Supplying Information and Infl uencing Perception. Chapter 6: Uncovering Attitudes: General and Lasting Evaluations. Chapter 7: Defi ning the Role of Identity: Self-Concepts and Lifestyle. Part III: Consumers in Their Social and Cultural Settings. Chapter 8: Cultural Influences. Chapter 9: The Infl uences of Household Structure and Role. Chapter 10: The Power of the Masses: Group Influences. Chapter 11: Defying Legislated or Moral Laws: Consumer Misbehavior. Part IV: Crafting Your Marketing Strategy. Chapter 12: Conducting Market Research. Chapter 13: Identifying Target Markets through Segmentation. Chapter 14: Unearthing New Market Opportunities. Part V: Implementing Your Strategy with a Marketing Plan. Chapter 15: Understanding Marketing Ethics. Chapter 16: Evoking Awareness through Positioning. Chapter 17: Leading Customers from Attention to Action. Chapter 18: Convincing Consumers to Adopt New Products or Changes in Terms. Chapter 19: Cultivating Customer Loyalty. Part VI: The Part of Tens. Chapter 20: Ten Easy Ways to Enhance Customer Satisfaction. Chapter 21: Ten Special Considerations for Business-to-Business Marketing. Appendix: Glossary. Index.

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Author Information

Laura A. Lake has been involved in the marketing industry since 1997. She has worked with many companies, assisting them in understanding consumer behavior and the management and implementation of the findings within. In 2008, Lake founded her own successful marketing agency and sales training company.

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