- 作 者：（美）J.保罗·彼德（J.PaulPeter），（美）杰里·C.奥尔森（JerryC.Olson）著
- 出 版 社：沈阳：东北财经大学出版社；McGraw-Hill出版公司
- 出版年份：1998
- ISBN：7810444581
- 标注页数：738 页
- PDF页数：761 页
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CONTENTS IN BRIEFSECTION 1
SECTION 2
SECTION 3
SECTION 4
SECTION 5
A PERSPECTIVE ON CONSUMER BEHAVIORCHAPTER 1 Introduction to Consumer Behavior and Marketing Strategy 5
CHAPTER 2 A Framework for Consumer Analysis 23
AFFECT AND COGNITION AND MARKETING STRATEGYCHAPTER 3 Introduction to Affect and Cognition 45
CHAPTER 4 Consumers’Product Knowledge and Involvement 81
CHAPTER 5 Attention and Comprehension 119
CHAPTER 6 Attitudes and Intentions 155
CHAPTER 7 Consumer Decision Making 191
BEHAVIOR AND MARKETING STRATEGYCHAPTER 8 Introduction to Behavior 229
CHAPTER 9 Classical and Operant Conditioning 257
CHAPTER 10 Vicarious Learning 281
CHAPTER 11 Analyzing Consumer Behavior 303
THE ENVIRONMENT AND MARKETING STRATEGYCHAPTER 12 Introduction to the Environment 337
CHAPTER 13 Cultural and Cross-Cultural Influences 367
CHAPTER 14 Subculture and Social Class 411
CHAPTER 15 Reference Groups and Family 445
CONSUMER ANALYSIS AND MARKETING STRATEGYCHAPTER 16 Market Segmentation and Product Positioning 481
CHAPTER 17 Consumer Behavior and Product Strategy 507
CHAPTER 18 Consumer Behavior and Promotion Strategy 535
CHAPTER 19 Consumer Behavior and Pricing Strategy 579
CHAPTER 20 Consumer Behavior and Channel Strategy 607
CHAPTER 21 Social and Ethical Considerations 641
NOTES 661
GLOSSARY 706
NAME INDEX 722
SUBJECT INDEX 729