Consumer Behavior & Marketing Strategy, 9/e (IE-Paperback)
暫譯: 消費者行為與行銷策略，第9版 (IE-平裝本)

Peter Olsen

Consumer Behavior & Marketing Strategy, 9/e (IE-Paperback)

相關主題

商品描述

<本書特色>

  

  • Consumer Insights show the relevance of consumer behavior concepts and give students real-life examples of marketing strategies.
  • Updated chapter opening vignettes discuss real-world situations involving aspects of consumer behavior. Each chapter concludes with a “Back To…” section that summarizes how the chapter material relates to the opening examples.
  • Revised Marketing Strategy in Action sections focus on consumer analysis issues facing real companies. These brief cases help to integrate consumer behavior information in the marketing strategy development process.

    • <章節目錄>

    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

    商品描述(中文翻譯)

    <本書特色>




      



  • 消費者洞察展示了消費者行為概念的相關性，並為學生提供了行銷策略的實際案例。



  • 更新的章節開頭小插曲討論了涉及消費者行為各方面的現實情況。每章結尾都有一個「回到……」部分，總結該章內容與開頭示例的關聯。


  • 修訂的行銷策略實踐部分專注於真實公司面臨的消費者分析問題。這些簡短的案例有助於將消費者行為資訊整合進行銷策略開發過程中。


    • <章節目錄>


    第一部分 消費者行為的視角
    1 消費者行為與行銷策略導論
    2 消費者分析框架

    第二部分 情感、認知與行銷策略
    3 情感與認知導論
    4 消費者的產品知識與參與度
    5 注意力與理解
    6 態度與意圖
    7 消費者決策過程

    第三部分 行為與行銷策略
    8 行為導論
    9 條件反射與學習過程
    10 影響消費者行為

    第四部分 環境與行銷策略
    11 環境導論
    12 文化與跨文化影響
    13 次文化與社會階層
    14 參考群體與家庭

    第五部分 消費者行為與行銷策略
    15 市場細分與產品定位
    16 消費者行為與產品策略
    17 消費者行為與促銷策略
    18 消費者行為與定價策略
    19 消費者行為、電子商務與渠道策略

    類似商品