Consumer Behavior: Concepts and Applications, Volumen1McGraw-Hill, 1993 - 788 páginas Consumer Behaviour, 4/e, is written as an introduction to consumer behaviour for the advanced marketing student and is comprehensive and challenging enough to be used at both the graduate and undergraduate levels. It starts with a macro approach, moving in a logical progression from the societal (extremal influences) to the level of the individual, and incorporates marketing realism by emphasizing the application of concepts using questions, projects and cases for discussion and student decision making. The pedagogical elements of the text also include a list of learning objectives and opening vignettes at the start of each chapter. |
Contenido
Part | 1 |
Applying Consumer Behavior Knowledge | 9 |
Studying Consumer Behavior | 20 |
Derechos de autor | |
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Otras ediciones - Ver todas
Consumer Behavior: Concepts and Applications David L. Loudon,Albert J. Della Bitta Vista de fragmentos - 1979 |
Consumer Behavior: Concepts and Applications David L. Loudon,Albert J. Della Bitta Vista de fragmentos - 1979 |
Consumer Behavior: Concepts and Applications David L. Loudon,Albert J. Della Bitta Sin vista previa disponible - 1993 |
Términos y frases comunes
activities Advances in Consumer advertising Advertising Age American Marketing Association appear approach areas Association for Consumer attributes beliefs brand loyalty Business buyers buying buying center chapter characteristics choice classical conditioning cognitive communication components concept consumer behavior Consumer Research consumer's consumption culture customers decision process determine develop discussed dissonance effective evaluation example factors grapefruit Hispanic household identify implications important income individual innovation involved Journal of Consumer Journal of Marketing learning lifestyle major market segmentation Marketing Research marketing strategies memory motives opinion leaders opinion leadership organizational patterns perceived percent positive potential problem recognition product or service programs promotional Provo psychographic purchase decision reference relevant response result retail role self-concept shoppers situation social class Source specific stimuli suggests sumer television tend Theory tion understand users values variables women
Referencias a este libro
Market Segmentation: Conceptual and Methodological Foundations Michel Wedel,Wagner A. Kamakura Sin vista previa disponible - 1999 |
Interpreting Audiences: The Ethnography of Media Consumption Shaun Moores Sin vista previa disponible - 1993 |