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好吃(NO.5+6)套書(共二冊)
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Consumer Behavior: Building Marketing Strategy(12版)

Consumer

沒有庫存
訂購需時10-14天
9789814607537
Del I. Hawkins
華泰文化
2015年11月13日
400.00  元
HK$ 380  






ISBN:9789814607537
  • 叢書系列:消費者行為
  • 規格:平裝 / 832頁 / 普通級
    消費者行為


  • [ 尚未分類 ]











      Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.



      Features:



      1.The 12th Edition has 9 new market segmentation schemes ranging from green marketing to technology to global luxury. This is an addition to the four segmentation schemes that were part of the 11th Edition.



      2.Added Learning Objectives to all chapters and associated learning and teaching aid. Each chapter starts with a set of learning objectives linked to key learning outcomes which are then integrated throughout the text and in other learning and teaching resources.



      3.30 new global examples





    PART I: INTRODUCTION

    Ch 1 Introduction



    Part II: EXTERNAL INFLUENCES

    Ch 2 Cross-cultural Variations in Consumer Behavior

    Ch 3 The Changing American Society: Values

    Ch 4 The Changing American Society: Demographics

    Ch 5 The Changing American Society: Subcultures

    Ch 6 The American Society: Family and Households

    Ch 7 Group Influence on Consumer Behavior



    Part III: INTERNAL INFLUENCES

    Ch 8 Perception

    Ch 9 Cross-cultural Variations in Consumer Behavior

    Ch 10 Motivation, Personality, and Emotion

    Ch 11 Attitudes and Influencing Attitudes

    Ch 12 Self-Concept and Lifestyle



    Part IV: COONSUMER DECISION PROCESS

    Ch 13 Situational Influences

    Ch 14 Consumer Decision Process and Problem Recognition

    Ch 15 Information Search

    Ch 16 Alternative Evaluation and Selection

    Ch 17 Outlet Selection and Purchase

    Ch 18 Post-Purchase Processes, Customer

    Satisfaction, and Customer Commitment



    Part V: ORGANIZATIONS AS CONSUMERS

    Ch 19 Organizational and Buyer Behavior

    Ch 20 Marketing Regulation and Consumer Behavior




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