Consumer Behavior For Dummies gives readers a better understanding of the factors that consumers consciously and subconsciously consider when making a purchase decision. It also enables readers to leverage that information to develop a more effective marketing mix that speaks directly to the needs and desires of their customers.
Concrete, actionable recommendations for understanding consumers and growing a business Consumer behavior is the study of how people buy, what they buy, when they buy, and why they buy. Consumer Behavior For Dummies provides marketers, small business owners, and decision makers at all levels of an organization with the tools they need to capture the attention of customers in this increasingly fractured and ultra-segmented consumer society. It gives readers a better understanding of the factors that consumers consciously and subconsciously consider when making a purchase decision, and enables them to leverage that information to develop a more effective marketing mix that speaks directly to the needs and desires of their customers. This title provides concrete, MBA-level instruction for readers on how to apply these tools to their marketing programs. Laura A. Lake (Stilwell, KS) has been involved in the marketing industry since 1997. She is a marketing columnist at About.com, where she brings an easy-to-understand and fresh perspective to the field of consumer behavior.
Laura A. Lake has been involved in the marketing industry since 1997. She has worked with many companies, assisting them in understanding consumer behavior and the management and implementation of the findings within. In 2008, Lake founded her own successful marketing agency and sales training company.
Table of Contents
Introduction. Part I: Introduction to Consumer Behavior. Chapter 1: Consumer Behavior: The Basics. Chapter 2: Understanding How Consumers Make Purchase Decisions. Chapter 3: Applying Consumer Behavior to Marketing Strategy. Part II: Delving Into the Psychology of the Individual Consumer. Chapter 4: Recognizing Need and Desire: Motivation and Emotion. Chapter 5: Supplying Information and Infl uencing Perception. Chapter 6: Uncovering Attitudes: General and Lasting Evaluations. Chapter 7: Defi ning the Role of Identity: Self-Concepts and Lifestyle. Part III: Consumers in Their Social and Cultural Settings. Chapter 8: Cultural Influences. Chapter 9: The Infl uences of Household Structure and Role. Chapter 10: The Power of the Masses: Group Influences. Chapter 11: Defying Legislated or Moral Laws: Consumer Misbehavior. Part IV: Crafting Your Marketing Strategy. Chapter 12: Conducting Market Research. Chapter 13: Identifying Target Markets through Segmentation. Chapter 14: Unearthing New Market Opportunities. Part V: Implementing Your Strategy with a Marketing Plan. Chapter 15: Understanding Marketing Ethics. Chapter 16: Evoking Awareness through Positioning. Chapter 17: Leading Customers from Attention to Action. Chapter 18: Convincing Consumers to Adopt New Products or Changes in Terms. Chapter 19: Cultivating Customer Loyalty. Part VI: The Part of Tens. Chapter 20: Ten Easy Ways to Enhance Customer Satisfaction. Chapter 21: Ten Special Considerations for Business-to-Business Marketing. Appendix: Glossary. Index.
Consumer Behavior For Dummies by Laura Lake
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John Wiley and Sons Ltd
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