Consumer behaviour: application in marketing/

East,Robert

Consumer behaviour: application in marketing/ - Los Angeles: Sage, 2009. - 334 p. : ill

PART 1 - INTRODUCTIONChapter

1: Ideas and Explanations in Consumer Research

PART 2 - CONSUMPTION PATTERNSChapter

2: Customer LoyaltyChapter

3: Brand Knowledge, Brand Equity and Brand ExtensionChapter

4: Stationary MarketsChapter

5: Market DynamicsChapter

6: Consumer Group DifferencesPART

3 - EXPLAINING DECISION-MAKINGChapter

7: Predicting and Explaining BehaviourChapter

8: Information Processing and Decision-MakingChapter

9: Consumer Satisfaction and Quality

PART 4 - MARKET RESPONSEChapter

10: Consumer Response to Price and Sales PromotionsChapter

11: The Retail Context

Chapter 12: Word-of-Mouth Influence

Chapter 13: The Response to Advertising

9788132103158


Consumer behavior
Consumer behavior
Consumer behavior--Social aspects

658.8342 / EAS/C
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