Consumer behavior and marketing action
Material type: TextPublication details: New Delhi : Cengage Learning, c1998Edition: 6th edDescription: xviii, 718 pISBN: 9788131500361Subject(s): Consumer behavior | Motivation research (Marketing) | MarketingDDC classification: 658.8342Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Lending Books | Main Library Stacks | Reference | 658.8342 ASS (Browse shelf(Opens below)) | Available | 016109 |
Ch. 1. Introduction --
pt. 1. Consumer Decision Making --
Ch. 2. Complex Decision Making --
Ch. 3. Consumer Learning, Habit, and Brand Loyalty --
Ch. 4. Low Involvement Decision Making --
pt. 2. The Individual Consumer --
Ch. 5. Consumer Perceptions --
Ch. 6. Acquiring and Processing Information --
Ch. 7. Consumer Attitudes --
Ch. 8. Attitude Reinforcement and Change --
Ch. 9. Demographics --
Ch. 10. Personality and Life-Style Influences --
pt. 3. Environmental Influences on Consumer Behavior --
Ch. 11. Culture and Social Class --
Ch. 12. Subcultural Influences --
Ch. 13. Cross-Cultural and Global Influences --
Ch. 14. Reference Group Influences --
Ch. 15. Communication Within Groups: Word-of-Mouth and Opinion Leadership --
Ch. 16. Communication Within Groups: Family Influences --
Ch. 17. Communication Across Groups: The Diffusion Process --
Ch. 13. Situational Influences --
pt. 4. Marketing Action --
Ch. 19. Market Segmentation and Product Positioning --
Ch. 20. Marketing Communications --
Ch. 21. Store Choice and Shopping Behavior --
Ch. 22. Price and Salesperson Influences on Consumer Behavior --
Ch. 23. Consumerism and Marketing's Responsibility to the Consumer --
Glossary --
Name Index --
Company Index --
Subject Index.
his sixth edition text includes increased coverage of the macro approach in consumer behaviour
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