Consumer behaviour : applications in marketing
Başlık
:
Consumer behaviour : applications in marketing
ISBN
:
9781412934305
Yazar
:
East, Robert
Yayım Bilgisi
:
Los Angeles : Sage Publications , 2008.
Fiziksel Açıklamalar
:
viii, 334 s. : şkl. ; 24 cm.
Genel Not
:
Kaynakça var.
PART 1 INTRODUCTION 1 1 Ideas and Explanations in Consumer Research 3 PART 2 CONSUMPTION PATTERNS 25 2 Customer Loyalty 27 3 Brand Knowledge, Brand Equity and Brand Extension 48 4 Stationary Markets 67 5 Market Dynamics 92 PART 3 EXPLAINING DECISION-MAKING 117 6 Predicting and Explaining Behaviour 119 7 Information Processing and Decision-making 143 8 Consumer Satisfaction and Quality 166 PART 4 MARKET RESPONSE 191 9 Consumer Response to Price and Sales Promotions 193 10 The Retail Context 216 11 Word-Of-Mouth Influence 241 12 The Response to Advertising 271
Özet
:
PART 1 INTRODUCTION 1 1 Ideas and Explanations in Consumer Research 3 PART 2 CONSUMPTION PATTERNS 25 2 Customer Loyalty 27 3 Brand Knowledge, Brand Equity and Brand Extension 48 4 Stationary Markets 67 5 Market Dynamics 92 PART 3 EXPLAINING DECISION-MAKING 117 6 Predicting and Explaining Behaviour 119 7 Information Processing and Decision-making 143 8 Consumer Satisfaction and Quality 166 PART 4 MARKET RESPONSE 191 9 Consumer Response to Price and Sales Promotions 193 10 The Retail Context 216 11 Word-Of-Mouth Influence 241 12 The Response to Advertising 271
Konu Terimleri
:
Consumer behavior
Tüketici davranışı
Ek Yazar
:
Wright, Malcolm
Vanhuele, Marc
| Kütüphane | Materyal Türü | Demirbaş | Yer Numarası | Durumu/İade Tarihi |
|---|
| İKÜ Ataköy Yerleşkesi Kütüphanesi | Kitap | 027340 | 658.8342 EASc 2008 | Ataköy Yerleşkesi B-1 Katı |