Consumer behaviour : applications in marketing
Başlık:
Consumer behaviour : applications in marketing
ISBN:
9781412934305
Yazar:
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