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　　分類: 图书,管理,市场/营销,销售,

作者： 德尔J霍金斯 等著

出 版 社： 机械工业出版社

出版时间： 1998-12-1字数：版次：页数：印刷时间：开本：印次：纸张：I S B N ： 9787111064176包装： 精装编辑推荐

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。

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。

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

 

 

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