TY  - BOOK
AU  - Peter,J.Paul
AU  - Olson,Jerry C.
TI  - Consumer behavior & marketing strategy
SN  - 0073404764
AV  - HF5415.3 .P468 2010
U1  - 658.8342 22
PY  - 2010///]
CY  - New York
PB  - McGraw-Hill Irwin
KW  - Consumer behavior
KW  - Marketing
N1  - Includes bibliographical references and index; Sect. 1; A Perspective on Consumer Behavior --; 1; Introduction to Consumer Behavior and Marketing Strategy --; 2; A Framework for Consumer Analysis --; Sect. 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 --; Sect. 3; Behavior and Marketing Strategy --; 8; Introduction to Behavior --; 9; Conditioning and Learning Processes --; 10; Influencing Consumer Behaviors --; Sect. 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 --; Sect. 5; Consumer Analysis 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
ER  -