书籍详情
消费行为学：英文版
作者：（美）德尔· J.霍金斯（Del J.Hawkins）等著
出版社：机械工业出版社
出版时间：1998-01-01
ISBN：9787111064176
定价：¥78.00
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内容简介
市场竞争激烈，怎样制定正确的营销战略？答案就在书中：正确分析消费者行为！本书是消费者行为理论与实践的完美结合，系统全新的理论，丰富详实的案例、饶有趣味的讨论题以及精心设计的课外实践活动，不仅能使读者获得极有价值的消费者行为研究的最新知识，更能提高读者灵活运用相关知识，解决实际问题并制定完美营销计划的能力。
作者简介
暂缺《消费行为学：英文版》作者简介
目录
PART I
Introduction 2
1 Consumer ehavior and Marketing Strategy
PART II
External Influences
2 Cross-Cultural Variations in Consumer Behavior
3 The Changing American Society:Values and Gender Roles
4 The Changing American Society:Demographics and Social Stratification
5 The Changing American Society: Subcultures
6 The American Society:Families and Households
7 Group Influences on Consumer Behavior
8 Group Communications and the Diffusion of Innovations
Part II Cases
Cases 2-1through 2-10
PART III
Internal Influences
9 Perception
10 Learning,Memory,and Product Positioning
11 Motivation,Personality,and Emotion
12 Attitudes and Influencing Attitudes
13 Self-Concept and Lifestyle
Part III Cases
Cases3-1 through 3-9
PART IV
Consumer Decision Process
14 Situational Influences
15 Consumer Decision Process and Problem Recognition
16 Information Seach
17 Alternative Evaluation and Selection
18 Outlet Selection and Purchase
19 Postpurchase Processes, Customer Satisfaction,and Customer Commitment
Part IV Cases
Cases 4-1through 4-8
PART V
Organizations as Consumers
20 Organizational Buyer Behavior
Part V Cases
Cases5-1 through 5-3
PART VI
Consumer Behavior and
Marketing Regulation
21 Marketing Regulation and Consumer Behavior
Part VI Cases
Cases 6-1 through 6-3
Appendix A Consumer Research Methods
Appendix B Consumer Behavior Audit
Name Index
Case Index
Subject Index
Introduction 2
1 Consumer ehavior and Marketing Strategy
PART II
External Influences
2 Cross-Cultural Variations in Consumer Behavior
3 The Changing American Society:Values and Gender Roles
4 The Changing American Society:Demographics and Social Stratification
5 The Changing American Society: Subcultures
6 The American Society:Families and Households
7 Group Influences on Consumer Behavior
8 Group Communications and the Diffusion of Innovations
Part II Cases
Cases 2-1through 2-10
PART III
Internal Influences
9 Perception
10 Learning,Memory,and Product Positioning
11 Motivation,Personality,and Emotion
12 Attitudes and Influencing Attitudes
13 Self-Concept and Lifestyle
Part III Cases
Cases3-1 through 3-9
PART IV
Consumer Decision Process
14 Situational Influences
15 Consumer Decision Process and Problem Recognition
16 Information Seach
17 Alternative Evaluation and Selection
18 Outlet Selection and Purchase
19 Postpurchase Processes, Customer Satisfaction,and Customer Commitment
Part IV Cases
Cases 4-1through 4-8
PART V
Organizations as Consumers
20 Organizational Buyer Behavior
Part V Cases
Cases5-1 through 5-3
PART VI
Consumer Behavior and
Marketing Regulation
21 Marketing Regulation and Consumer Behavior
Part VI Cases
Cases 6-1 through 6-3
Appendix A Consumer Research Methods
Appendix B Consumer Behavior Audit
Name Index
Case Index
Subject Index
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