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Consumer Behavior (Int'l Ed) By J. Paul Peter

Consumer Behavior (Int'l Ed)
by J. Paul Peter

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Takes a strategic look at consumer behavior in order to guide successful marketing activities.
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Consumer Behavior (Int'l Ed) Summary

Consumer Behavior (Int'l Ed) by J. Paul Peter

This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book

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About J. Paul Peter

J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education. The Earl P. Strong Executive Education Professor of Marketing at Pennsylvania State University. He joined Penn Sate in 1971 after receiving his Ph.D. in consumer psychology from Purdue University. At Penn State, he has taught Consumer Behavior, Marketing Management, Advertising and Promotion Management, Research Methods, and Marketing Theory.

Table of Contents

Section 1 A Perspective on Consumer Behavior 1 Introduction to Consumer Behavior and Marketing Strategy 2 A Framework for Consumer Analysis Section 2 Affect and Cognition and Marketing Strategy 3 Introduction to Affect and Cognition 4 Consumers' Product Knowledge and Involvement 5 Attention and Comprehension 6 Attitudes and Intentions 7 Consumer Decision Making Section 3 Behavior and Marketing Strategy 8 Introduction to Behavior 9 Conditioning and Learning Processes 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy 11 Introduction to the Environment 12 Cultural and Cross-Cultural Influences 13 Subculture and Social Class 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy 15 Market Segmentation and Product Positioning 16 Consumer Behavior and Product Strategy 17 Consumer Behavior and Promotion Strategy 18 Consumer Behavior and Pricing Strategy 19 Consumer Behavior, Electronic Commerce, and Channel Strategy Notes Glossary Credits Name Index Subject Index

Additional information

Consumer Behavior (Int'l Ed) by J. Paul Peter
J. Paul Peter
Used - Very Good
McGraw-Hill Education - Europe
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.