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Consumer behavior and marketing action / Henry Assael

Main Author Assael, Henry Edition 3rd ed. Publication Boston : PWS-Kent Publishing Company, cop. 1987 Description XIX, 700 p. : il. ISBN 0534075304 Topical name Consumo
Marketing de acção
Consumidor - Comportamento CDU 366.1
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
366.1 ASS 2131 Available 2131
Total holds: 0

Contents

1. Introduction

Part I - Consumer decision making

2. Complex decision-making
3. Habit, learning, and decision-making
4. Low involvement decision making

Part II - The individual consumer

5. Consumer perceptions and information processing
6. Consumer perceptions and marketing strategy
7. Consumer attitudes and needs
8. Attitude change strategies
9. Demographics
10. Psychographic characteristics

Part III - Environmental influences on consumer behavior

11. Cultural and cross-cultural influences
12. Subcultural influences
13. Social class influences
14. Reference group influences
15. Family decision-making
16. Communication within groups: word-of-mouth and opinion leadership
17. Communication across groups: the diffusion process
18. Situational determinants of consumer behavior

Part IV - Marketing action

19. Market segmentation and product positioning
20. Marketing communications
21. Store choice and shopping behavior
22. Price and salesperson influences on consumer behavior
23. Organizational buyer behavior

Conclusion
24. Consumerism and marketing responsibility to the consumer

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