Applied Consumer Behaviour

Häftad bok. Addison-Wesley Publishing Company. 1996. 382 sidor.

Nära nyskick. ENGELSK TEXT. Format 23,5 x 17 cm Vikt 595 g.
Häftad bok med mjuka pärmar, illustrerad med tabeller, foton och figurer i sv/v. A concise and practical textbook that provides an applied treatment of the issues of consumer behaviour. Examples illustrate how the various points of theory can be applied; via case studies, problems, illustrations of marketing activity and clippings from the marketing press, mostly drawn from experience throughout Europe. CONTENTS: Foreword. Preface. PART 1 - Identifying and anticipating consumer needs and wants 1. Consumer behaviour in a marketing environment 2. Consumer needs, values and product benefits. PART 2 - Consumer response of marketing 3. Consumer response to marketing actions 4. Innovation and the product life cycle 5. Consumer information processing and choise. PART 3 - Market analysis: segmentation, targeting and research 6. Market segmentation 7. Market targeting and product positioning 8. Consumer research. PART 4 - Consumer behaviour and the marketing mix 9. Product strategy and consumer behaviour 10. Pricing strategy and consumer behaviour 11. Distribution strategy and consumer behaviour 12. Marketing-communication strategy and consumer behaviour 13. Trends and developments in consumer behaviour. References. Index. // Inga anteckningar, hörnen har små hanteringsspår. Bilden avser den aktuella boken. Utnyttja gärna inrikes ENHETSFRAKTEN för beställning av flera av mina böcker samtidigt. [0730]