Consumer Behavior in Action

Real-life Applications for Marketing Managers

Autori

• Geoffrey Paul Lantos

Parametri

• 648 pagine
• 23 ore di lettura

• Business & Management
• Commercio
• Saggistica

Maggiori informazioni sul libro

Written in a down-to-earth, highly engaging, conversational style, Consumer Behavior in Action does Inhaltsverzeichnis 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

Lingua: Inglese

Pubblicato: 2010

(In brossura)