发帖
雷达卡
- Author:Michael R. Solomon
- Publisher: Pearson/Prentice Hall; 6 edition (September 30, 2003)
- Language: English
- ISBN-10: 0131404067
- ISBN-13: 978-0131404069
Communicating a fascination for the everyday activities of people, this leading book on consumer behavior examines how our world is influenced by the action of marketers, and considers how products, services, and consumption contribute to the broader social world we experience. Its incredibly interesting and dynamic content proves hip and engaging, while reflecting the latest research. KEY TOPICS A four-part organization looks at consumers as individuals, consumers as decision makers, consumers and subcultures, and consumers and culture. For brand managers, marketing research analysts, and account executives.
TOC
SECTION 1: CONSUMERS IN THE MARKETPLACE
Chapter 1 Consumers Rule
SECTION 2: cONSUMERS AS INDIVIDALS
Chapter 2 Perception
Chapter 3 Learning and Memory
Chapter 4 Motivation and Values
Chapter 5 The Self
Chapter 6 Personality and Lifestyles
Chapter 7 Attitudes
Chapter 8 Attitude Change and Interactive Communications
SECTION 3: CONSUMERS AS DECISION MAKERS
Chapter 9 Individual Decision Making
Chapter 10 Buying and Disposing
Chapter 11 Group Influence and Opinion Leadership
SECTION 4: CONSUMERS AND SUBCULTURES
Chapter 12 Organizational and Household Decision Making
Chapter 13 Income and Social Class
Chapter 14 Ethnic, Racial, and Religious Subcultures
SECTION 5: CONSUMERS AND CULTURE
Chapter 15 Age Subcultures
Chapter 16 Cultural Influences on Consumer Behavior
Chapter 17 The Creation and Diffusion of Global Consumer Culture
注意：本文档有缺页，仅为正文部分。原书共592页，本文档共470页，正文部分有若干章的Chapter Summary，Key Terms和习题有不同程度的缺少。
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