消費(fèi)行為學(xué)：英文版

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作　者：	（美）德?tīng)枴?J.霍金斯（Del J.Hawkins）等著
出版社：	機(jī)械工業(yè)出版社
叢編項(xiàng)：	世界經(jīng)濟(jì)管理文庫(kù) MBA專業(yè)精品教材市場(chǎng)營(yíng)銷專業(yè)
標(biāo)　簽：	消費(fèi)者行為論

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ISBN：	9787111064176	出版時(shí)間：	1998-01-01	包裝：	精裝
開(kāi)本：	26cm	頁(yè)數(shù)：	760頁(yè)	字?jǐn)?shù)：

內(nèi)容簡(jiǎn)介

　　市場(chǎng)競(jìng)爭(zhēng)激烈，怎樣制定正確的營(yíng)銷戰(zhàn)略？答案就在書(shū)中：正確分析消費(fèi)者行為！本書(shū)是消費(fèi)者行為理論與實(shí)踐的完美結(jié)合，系統(tǒng)全新的理論，豐富詳實(shí)的案例、饒有趣味的討論題以及精心設(shè)計(jì)的課外實(shí)踐活動(dòng)，不僅能使讀者獲得極有價(jià)值的消費(fèi)者行為研究的最新知識(shí)，更能提高讀者靈活運(yùn)用相關(guān)知識(shí)，解決實(shí)際問(wèn)題并制定完美營(yíng)銷計(jì)劃的能力。

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圖書(shū)目錄

PART I
Introduction 2
1 Consumer ehavior and Marketing Strategy
PART II
External Influences
2 Cross-Cultural Variations in Consumer Behavior
3 The Changing American Society:Values and Gender Roles
4 The Changing American Society:Demographics and Social Stratification
5 The Changing American Society: Subcultures
6 The American Society:Families and Households
7 Group Influences on Consumer Behavior
8 Group Communications and the Diffusion of Innovations
Part II Cases
Cases 2-1through 2-10
PART III
Internal Influences
9 Perception
10 Learning,Memory,and Product Positioning
11 Motivation,Personality,and Emotion
12 Attitudes and Influencing Attitudes
13 Self-Concept and Lifestyle
Part III Cases
Cases3-1 through 3-9
PART IV
Consumer Decision Process
14 Situational Influences
15 Consumer Decision Process and Problem Recognition
16 Information Seach
17 Alternative Evaluation and Selection
18 Outlet Selection and Purchase
19 Postpurchase Processes, Customer Satisfaction,and Customer Commitment
Part IV Cases
Cases 4-1through 4-8
PART V
Organizations as Consumers
20 Organizational Buyer Behavior
Part V Cases
Cases5-1 through 5-3
PART VI
Consumer Behavior and
Marketing Regulation
21 Marketing Regulation and Consumer Behavior
Part VI Cases
Cases 6-1 through 6-3
Appendix A Consumer Research Methods
Appendix B Consumer Behavior Audit
Name Index
Case Index
Subject Index