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Consumer Behavior And Marketing Strategy (European) Klaus Grunert

Consumer Behavior And Marketing Strategy (European) By Klaus Grunert

Consumer Behavior And Marketing Strategy (European) by Klaus Grunert

Reviews:
$11.99
Condition - Very Good
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Summary

Drawing on the consumer research, this edition applies it to the marketing problems of European companies. It provides cognitive, behavioural and environmental approaches to the analysis of consumer behaviour.

Consumer Behavior And Marketing Strategy (European) Summary

Consumer Behavior And Marketing Strategy (European) by Klaus Grunert

Consumer Behaviour and Marketing Strategy, European Edition is the European version of the very successful US text now in it's seventh edition. The academic rigour which distinguished this book from its competitors is retained as is the basic structure. Cognitive, behavioural and environmental approaches to the analysis of consumer behaviour receives a balanced and integrated treatment. This European edition draws on the latest consumer research and applies it to the marketing problems of European companies. All concepts are viewed from a marketing management perspective.

Table of Contents

Contents: Section 1 A Perspective on Consumer Behaviour 1. Introduction to Consumer Behaviour 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 Behaviour and Marketing Strategy 8. Introduction to Behaviour 9. Classical and Operant Conditioning 10. Vicarious Learning 11. Analysing Consumer Behaviour Section 4 The Environment and Marketing Strategy 12. Introduction to the Environment 13. Cultural and Cross-cultural Influences 14. Subculture and Social Class 15. Reference Groups and Family Section 5 Consumer Analysis and Marketing Strategy 16. Market Segmentation and Product Positioning 17. Consumer Behaviour and Product Strategy 18. Consumer Behaviour and Communication Strategy 19. Consumer Behaviour and Pricing Strategy 20. Consumer Behaviour and Channel Strategy 21. Market Power and Consumer Power Glossary, Name Index, Subject Index

Additional information

GOR001340234
9780256225297
025622529X
Consumer Behavior And Marketing Strategy (European) by Klaus Grunert
Klaus Grunert
Used - Very Good
Paperback
McGraw-Hill Education - Europe
1999-04-01
526
N/A
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

Customer Reviews - Consumer Behavior And Marketing Strategy (European)