Consumer behavior and managerial decision making
456 pages, parution le 01/06/2001
(2eme édition)
Résumé
This scientific, sophisticated, yet readable book
approaches the subject of consumer behavior by using a
rigorous scientific orientation, and presenting material in
three overlapping sections: basic concepts, persuasion, and
managerial decision making. It discusses the principles and
scientific investigation of consumer behavior and
demonstrates how companies and organizations use them
strategically every day. Chapter topics include consumer
attention and comprehension; consumer memory, judgment, and
choice; the message-learning approach to persuasion;
affective and motivational approaches to persuasion;
self-persuasion and social influence principles; online
consumer behavior; new product development; product
management; and strategies for improving managerial
decision making. For individuals concerned with the
attitudes and activities of today's buyer in the
marketplace.
3. Consumer Memory.
4. Consumer Judgment.
5. Consumer Choice.
7. Cognitive Approaches to Persuasion.
8. Affective and Motivational Approaches to Persuasion.
9. Self-Persuasion Principles.
10. Social Influence Principles.
12. Segmentation and International Marketing.
13. New Product Development.
14. Product Management.
15. Biases in Managerial Decision Making.
16. Strategies for Improving Managerial Decision Making.
Table des matières
1. The Scientific Study of Consumer
Behavior.
I. HOW CONSUMERS ACQUIRE, REMEMBER, AND USE PRODUCT KNOWLEDGE.
2. Consumer Attention and Comprehension.3. Consumer Memory.
4. Consumer Judgment.
5. Consumer Choice.
II. PERSUASION AND INFLUENCE.
6. The Message-Learning Approach to Persuasion.7. Cognitive Approaches to Persuasion.
8. Affective and Motivational Approaches to Persuasion.
9. Self-Persuasion Principles.
10. Social Influence Principles.
III. MANAGERIAL DECISION MAKING.
11. Online Consumer Behavior.12. Segmentation and International Marketing.
13. New Product Development.
14. Product Management.
15. Biases in Managerial Decision Making.
16. Strategies for Improving Managerial Decision Making.
 |
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Prentice Hall |
| Auteur(s) | Frank .R Kardes |
| Parution | 01/06/2001 |
| Édition | 2eme édition |
| Nb. de pages | 456 |
| Format | 18 x 24 |
| Couverture | Relié |
| Poids | 884g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780130916020 |
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