Consumer Behavior in Action: Real-life Applications for Marketing Managers

ISBN-13: 9780765620903 / Angielski / Miękka / 2010 / 648 str.

Geoffrey Paul Lantos

Opis

Consumer Behavior in Action is a down-to-earth, highly engaging, and thorough introduction to consumer behavior. It goes further than other consumer behavior textbooks to generate student interest and activity through extensive use of in-class and written applications exercises. Each chapter presents several exercises, in self-contained units, each with its own applications. Learning objectives, background, and context are provided in an easy-to-digest format with liberal use of lists and bullet points. Also included in each chapter are a key concepts list, review questions, and a solid summary to help initiate further student research. The author's practical focus and clear, conversational writing style, combined with an active-learning approach, make this textbook the student-friendly choice for courses on consumer behavior.

Spis treści

Part I: Introduction to Consumer Behavior and Marketing Management  1. Consumer Behavior Overview  2. Market Segmentation  Part II: The Consumer Decision-Making Process  3. Overview of Consumer Decision Making  4. Stages in Consumer Decision Making  Part III. External Sociocultural Influences on Consumer Behavior  5. Cultural Influences  6. Subcultural Influences  7. Social Class Influences  8. Reference Groups and Social Influences  9. Family Influences  10. Group and Interpersonal Communications for Innovations: Adoption and Diffusion Processes  Part IV. Internal Individual Psychological Influences on Consumer Behavior  11. Personality and Lifestyle  12. Motivation  13. Perception and Information Processing  14. Learning and Memory  15. Attitude Formation and Change